Starwood Hotels & Resorts has announced the debut of its luxury brand, St Regis in Florence. The hotel, located in the city’s central Piazza Ognissanti, was formerly the Grand Hotel Florence under Starwood’s The Luxury Collection brand. It underwent a 10-month renovation prior to reopening as The St Regis Florence.
Originally designed in 1432 by Filippo Brunelleschi, the architect of the Duomo Santa Maria del Fiore, the Grand Hotel was the first luxury hotel in Florence. The newly revamped hotel features 81 rooms and 19 suites, including a designer suite by Bottega Veneta. All guest rooms feature hand-carved gold leaf plaques as well as custom-designed furniture, paintings, frescos and crystal chandeliers.
“As part of Starwood’s strategy to strengthen our brand portfolio in Europe, Africa and Middle East, we are investing more than US$100 million (