The Ferragamo family, renowned for their high-end fashion empire, has extended their reach into the world of luxury hospitality. The Lungarno Collection, consisting of six exquisite boutique hotels located in the heart of Florence, Rome, and Milan, showcases the family’s dedication to providing a unique and upscale experience for travelers. This venture into the hospitality industry began in 1995 with the acquisition of the Hotel Lungarno in Florence, followed by the addition of the Gallery Hotel Art and the Hotel Continentale in subsequent years, culminating in the launch of the Portrait brand in 2012.
Valeriano Antonioli, the CEO of the Lungarno Collection, highlights the family’s distinctive approach to hotel management, emphasizing their commitment to maintaining a separate identity from their iconic fashion label. While there are inherent connections between the worlds of fashion and hospitality, the Ferragamo family intentionally chose not to associate their hotels with the fashion brand. Antonioli explains that the longevity and timeless nature of the hotel industry do not align with the fast-paced trends of the fashion world, prompting them to focus on the family’s core values instead of leveraging the Ferragamo name.
The driving force behind the recent expansion of the Lungarno Collection has been the Portrait brand, catering to discerning travelers seeking unparalleled luxury and exclusivity. With hotels in Florence, Rome, and the latest addition in Milan, the Portrait Milano, the collection offers a sophisticated and refined experience in some of the most coveted locations in each city. The Portrait Milano, located in Milan’s fashion district and housed within a historic 16th-century building, exemplifies the family’s commitment to providing a unique and memorable stay for their guests.
While the Ferragamo name may not be prominently displayed in the Lungarno Collection hotels, there are subtle connections between the two entities. Guests staying at the Portrait hotels enjoy proximity to Ferragamo retail stores, with some properties even sharing a building with a boutique. In addition, guests at the Florence hotels are granted complimentary access to the Ferragamo Museum, offering a glimpse into the fashion house’s heritage and legacy. The group is developing exclusive experiences for guests at the Portrait Milano, bridging the gap between luxury hospitality and high-end fashion through curated visits to Ferragamo boutiques.
Valeriano Antonioli remains optimistic about the future of luxury hospitality in Italy, noting the rapid rebound of tourism in recent years and the subsequent increase in hotel rates. With a focus on providing exceptional service and curated experiences for their guests, the Lungarno Collection continues to set new standards in the world of luxury travel, blending fashion and hospitality seamlessly to create a truly unforgettable stay for discerning travelers.