You walk through the doors and the smell hits you first. It’s that specific, slightly floral, very expensive St. Regis scent, but here, mixed with the faint musk of five-hundred-year-old stone. Honestly, most luxury hotels in Europe feel like they’re trying too hard to be "modern-meets-classic." The St. Regis Florence doesn't have that problem. It just is classic.
Originally built as a palace for the Giuntini family in the 1400s—designed by none other than Filippo Brunelleschi, the guy who did the Duomo—the building has seen literally everything. It transitioned from a private residence to the Grand Hotel in the 19th century, hosting everyone from Queen Victoria to the Rolling Stones. It’s a lot to live up to. If you’re planning a trip to Tuscany, you've probably seen the photos of the crystal chandeliers and the stained-glass ceiling in the Winter Garden. They're real. They're also just the tip of the iceberg when it comes to why this place remains the "final boss" of Florentine hospitality.
What it’s actually like inside Brunelleschi’s masterpiece
The architecture isn't just a marketing gimmick. Because it was a palace first, the layout is weird in the best way. You aren't in a cookie-cutter Marriott. Some hallways are wide enough to drive a Vespa through; others tuck away into quiet, velvet-lined corners.
There are 80 rooms and 19 suites. If you're staying here, you're likely choosing between three distinct styles: Medici, Florentine, or Renaissance. Most people obsess over the Medici rooms because of the dark woods and the drama. But the Florentine rooms? They're lighter. Frescoes on the headboards. Gold leaf that doesn't look tacky somehow. It’s a delicate balance. One wrong move and a room like this looks like a cheap Vegas themed suite, but here, the hand-painted borders and the heavy brocade fabrics feel heavy with history.
Let's talk about the view. If you don't have a room facing the Arno River, are you even in Florence? Seeing the Ponte Vecchio from your window at 6:00 AM while the mist is still sitting on the water is a core memory kind of moment. You pay for it, though. River-view rooms carry a massive premium, but for a one-time bucket list trip, it's the only way to go.
The Butler Service: Gimmick or Godsend?
Every St. Regis mentions the "signature butler service."
Usually, this means someone brings you coffee. At The St. Regis Florence, it’s a bit more involved. They’ll unpack your suitcase. That sounds intrusive until you realize you can just head straight to the bar for a Negroni instead of wrestling with wrinkled linen shirts. They also handle the "e-butler" requests remarkably well. You can text them from a leather shop across town asking for a dinner reservation change, and by the time you've bought your jacket, it's done.
Is it essential? No. Is it the reason the hotel maintains its reputation? Absolutely. It’s that old-school European service where they anticipate what you want before you’ve even realized you're thirsty.
The Winter Garden and the "Rituals"
The heart of the building is the Winter Garden. It’s an atrium covered by a 19th-century stained-glass soffit that filters the light in a way that makes everyone look like they’re in a Renaissance painting. This is where the "Rituals" happen.
- The Champagne Sabering: Every evening around 7:00 PM, a sommelier knocks the top off a bottle of champagne with a sword. It’s loud. It’s theatrical. It’s very St. Regis.
- The Bloody Mary: They claim to have invented the drink at the St. Regis New York in 1934. Each property has its own spin. In Florence, it’s the "Brunello Bloody Mary." They use grappa and Tuscan olive oil. It sounds like it shouldn't work. It works.
- Afternoon Tea: Forget the British version. This is Italian-influenced, with pastries that feel more like pieces of art than snacks.
The restaurant, Winter Garden by Caino, is actually a collaboration with Chef Valeria Piccini (who has two Michelin stars at her own place, Da Caino). The food is "land-based" Tuscan. Don't expect a lot of fusion or molecular foam. Expect high-end pasta and pigeon that tastes like the countryside.
Location: The Borgo Ognissanti Factor
A lot of people complain that the hotel is "too far" from the center. It’s a ten-minute walk to the Duomo. If that’s too far, you might need better shoes.
Actually, the location is a secret weapon. It’s in the Piazza Ognissanti, right on the river. It’s slightly removed from the crushing crowds of the Uffizi and the Accademia. You get a bit of breathing room. Plus, you’re right across from the Westin Excelsior, which has the "Sesto on On Arno" rooftop bar. You stay at the St. Regis for the room and the history, but you walk across the street for the best rooftop view in the city.
What most people get wrong about staying here
People think you need to be a billionaire to walk through the door. While the room rates are definitely in the "splurge" category, the bar and restaurant are open to the public. You can experience the architecture for the price of a cocktail.
Another misconception: the "stiffness." People expect a museum-like silence. It’s actually quite lively. Because it’s a hub for wealthy travelers and locals alike, there’s a hum of conversation. It’s not a library. It’s a palace that’s still being used for its intended purpose: showing off.
Practical Tips for the Savvy Traveler
- Request the Second Floor: The ceilings are highest on the piano nobile (the noble floor). This is where the original aristocrats lived. The rooms feel twice as big just because of the vertical space.
- The Iridium Suites by My Blend: Most people forget there’s a spa. It’s small. It’s intimate. If you’ve been walking on cobblestones for three days straight, the foot treatments are life-saving.
- The "Secret" Pharmacy: You’re very close to the Officina Profumo-Farmaceutica di Santa Maria Novella. Skip the hotel gift shop and walk five minutes to the oldest pharmacy in the world for your souvenirs.
Is it worth the price tag?
Let’s be real. You’re paying for the name and the Brunelleschi connection. You can find cheaper five-star hotels in Florence. You can find more "modern" ones with USB-C ports in every single wall.
But you stay at The St. Regis Florence because you want to feel like you’ve stepped back into the 1800s, but with high-speed Wi-Fi and a rain shower. It’s about the gravity of the building. It’s about the fact that the person checking you in likely knows the history of every painting on the wall. It’s one of the few hotels left in the world that actually lives up to its own hype.
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Your Florence Action Plan
If you decide to book, don't just sit in the room. Florence is a city that requires a strategy.
- Book Museum Tickets Months Out: Do not expect the hotel to "work magic" for Uffizi tickets in July. Even the best butler can't bypass a sold-out state museum. Use the official B-Ticket site.
- The Morning Walk: Get out of the hotel by 6:30 AM. Walk to the Ponte Vecchio before the vendors open. It’s just you and the street sweepers. It’s the only time the city feels private.
- Leather Shopping: Avoid the stalls in the San Lorenzo market for high-end goods. Ask the concierge for a recommendation in the Oltrarno district (the "other side" of the river). That’s where the real artisans are still hand-tooling leather.
- Dining: Try Bistecca alla Fiorentina at least once. It’s a thick, T-bone steak served rare. If you ask for it well-done, the chef might actually come out and yell at you. It's a rite of passage.
The St. Regis isn't just a place to sleep. It’s a gateway to a version of Florence that most tourists only see from behind a velvet rope. If you have the means, or a massive pile of Marriott Bonvoy points, use them here. You won't regret it when you're sipping a Negroni under that stained-glass ceiling.