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Hotel Highlights

  • City-central apartments in easy reach of the sights
  • Generous breakfast and snacks provided
  • Minimalist decor; equally stylish (and helpful) owners

Overview

Hotel Floroom has two petite apartments that are big on two very important counts: a enviable central Florence location and a smarty sense of style. Fratelli Alinari photography, sleek parquet floors and an abundance of antiques create soothingly contemporary interiors that are as cool as they are cosy. A personal door code and discreet staff let you live like a local during your stay.

Smith Extra

Here's what you get for booking Floroom with us:

A pack of four replica vintage postcards

Facilities

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Floroom – Florence – Italy

Need To Know

Rooms

Eight, spread across two apartments (one at Via del Pavone; one at Via del Sole).

Check–out

12 noon, but flexible, subject to availability. Earliest check-in, 2pm.

Rates

Double rooms from $103.61 (€82), excluding tax at 10 per cent. Please note the hotel charges an additional local city tax of €2.00 per person per night on check-out.

More details

Rates include Continental breakfast, free minibar (snacks and soft drinks), WiFi .

Also

Floroom 1, at 7 via del Pavone, is closer to the city’s nocturnal hotspots, and has more of a historic feel, with rooms set in the eaves and a cream and chocolate palette; Floroom 2 is within walking distance of the key cultural sights at 2 via del Sole, and is the more modern apartment, with grey-toned decor.

At the hotel

DVD library and free WiFi throughout. In rooms: flatscreen TV, DVD player, minibar and free bottled water.

Our favourite rooms

At Floroom 1, we love Guest Room 3 for its modern four-poster and the bold giant clock that hangs above it. Deluxe Room 8 at Floroom 2 took our fancy: it’s the largest and most characterful boudoir, with a romantic corner bed, an elegant black day bed and a bathroom boasting two showers.

Packing tips

Less is more; maximise the cosy room by minimising your luggage. (That said, some Italian elegance is mandatory; bring cashmere and cologne.)

Also

Both apartments occupy the top floor of their individual buildings, and there's no lift, so be prepared for stairs. Staff are on site from 12 noon to 4pm each day; after hours you can reach them by email or phone, and each guest gets a personal door code.

Children

Over-eights only; this hotel is best for couples.

Food & Drink

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Floroom – Florence – Italy

Hotel Restaurant

The generous breakfast features fresh Tuscan produce: chopped fruit, cereal, natural yoghurt, prosciutto, cheese, bread and a selection of memorable jams including prune, myrtle and apricot. A cake is left out for guests to nibble on, and the Smeg fridges are stocked with pear juice, yoghurt and bottled water. When it comes to lunch and dinner recommendations, the stylish owners will be more than happy to point guests in the right direction.

Hotel Bar

None, but you can pick up a chianti at Il Santino (+39 055 211 264) nearby. Feel free to help yourself to coffee and tea that's been left in the hotel, and use the staff's local knowledge to find a fab spot for sipping nearby.

Smith Insider

Dress code

Linens and lounge wear to ease you into the day – this is breakfast after all.

Local Guide

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Floroom – Florence – Italy
Eat, drink, see, do: local favourites and more…

Worth getting out of bed for

Leave the tourists and city bustle behind with a tour of Tuscany on Vespas (www.tuscanybyvespa.com). Groups head off daily at 9.30am. Sticking with the wheeled theme, try the Florence History Bike Tour (www.ibikeflorence.com), which departs twice a day, at 10am and 3pm. One of the best ways to explore Florence is by foot, and the apartments are perfectly placed for a day’s wandering: head to the Duomo and ogle the architecture (climb to the top for dazzling views), admire the sculptures in the Bargello museum (www.firenzemusei.it), and the Renaissance masterpieces at the Uffizi gallery (www.uffizi.com). Florence is a fashion-lovers’ dream; pick up tissue-thin cashmere scarves with dreamy, subtle patterns from Faliero Sarti (+39 392 051 8189; www.falierosarti.com) at Via della Spada.

Local restaurants

Osteria de’ Benci (+39 055 234 4923; www.osteriadeibenci.it) at 13 via dei Benci serves classic Tuscan fare; try the Chianina beef steak, the ubriacona ‘the drunkard’ spaghetti cooked in red wine, and strawberry risotto. Bored of pizza and pasta? Lugarno 23 (+39 055 234 5957) at Lungarno Torrigiani serves up the region’s renowned Chianina beef in bun-clad burgers. Trattoria 4 Leoni (+39 055 218562) at Via de' Vellutini is just a few steps away; sample Tuscan specialities such as bistecca alla Fiorentina, peposo (stew), polpettone (meatballs) and gran fritto dell' aia (fried chicken, rabbit and vegetables – or fish on Fridays). Have lunch with the locals at Sano Bevitore (+39 055 211 264; www.ilsantobevitore.com) at 66 via Santo Spirito. The seasonal menu (featuring dishes such as pumpkin soup, grilled fish and octopus with tomato) is great value, and there’s also an enticing, reasonably priced wine list.

Local bars

Stop for drinks, cheese and charcuterie at Il Santino (+39 055 211 264), a cosy wine bar at Via di Santo Spirito.

Local cafés

Sweet tooths will love the artisanal gelato at Grom (+39 055 216 158; www.grom.it), a short walk away at Via del Campanile. Ingredients are organic and top-quality: lemon from Amalfi, hazelnut from the Langhe, Leonforte peach, Bronte pistachio and the Ribera strawberry.

+ Enlarge
Either side of the Arno

Floroom

Floroom 1 via del pavone n.7, Floroom 2 via del sole n.2, Florence, Tuscany, 50125

The map below shows Floroom 1, which is south of the river Arno; Floroom 2 is north of the river, positioned at 2 via del Sole. It takes less than 10 minutes to walk from one apartment to the other.

Planes

Florence airport is 8km away, served by British Airways (www.britishairways.com). Alternatively, fly into Pisa airport with EasyJet (www.easyjet.com) or Ryanair (www.ryanair.com).

Trains

Santa Maria Novella station is 2km from Floroom 1; 1km from Floroom 2. There are regular connections to other major Italian cities – including Rome.

Automobiles

Having a car in Florence can be a hindrance, but it’s essential if you want to explore the surrounding Tuscan countryside. There is no parking at Floroom itself but the hotel can reserve parking spaces for guests in a nearby car park (about two minutes' walk from Floroom). Parking costs €25–€30 a day and must be booked in advance as spaces are limited.

Reviews

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Floroom – Florence – Italy

Anonymous review

by Neale Whitaker , Accidental design guru

At various times in our relationship, Mrs Smith and I have argued whether size matters. With a few notable exceptions (such as wine glasses, for example, where we both opt for ample) we rarely agree. While I still have faith in small packages, Mrs Smith opines that big is best. But she is Australian and I am English. On the comfortable and efficient train from Orvieto to Florence, we are discussin…
Read more

Floroom

Anonymous review by Neale Whitaker, Accidental design guru

At various times in our relationship, Mrs Smith and I have argued whether size matters. With a few notable exceptions (such as wine glasses, for example, where we both opt for ample) we rarely agree. While I still have faith in small packages, Mrs Smith opines that big is best. But she is Australian and I am English. On the comfortable and efficient train from Orvieto to Florence, we are discussing the accommodation awaiting us at Floroom. While Mrs Smith is comfortable with the concept of ‘boutique’, I have ill-advisedly thrown the term ‘bijou’ into the mix, with its doll’s house connotations. Mrs Smith points out that as a rule of thumb, one’s hotel room should not be smaller than one’s suitcase.

But if we cannot agree on dimensions, then Mrs Smith and I speak as one when it comes to location. We are a couple that likes to be just a stroll from history, tradition and wherever possible, shoes. With the Uffizi, Duomo, Ponte Vecchio and Pitti Palace all within easy striking distance (not to mention Ferragamo, Burberry and Bottega Veneta), Floroom 1 on Viale del Pavone ticks every box.

Abandoned by our taxi driver, we establish immediately that Floroom 1 is not luggage friendly (there’s no lift), at least not the generous baggage with which we Smiths have travelled from Australia. But thankfully, Joel (Mrs Smith delights in the fact that his name recalls her favourite Grace Jones track – remember ‘Joel et sa valise?’) is on hand to help us with our bags to the second floor of this old Florentine house, converted creatively to a streetwise bed-and-breakfast by owners Giacomo and Francesca.

‘It’s really just a cube’ explains Giacomo, former attic apartments reconfigured as four design-savvy suites, with a communal, upper-level kitchen, dining and lounge area. There’s even a kooky, connecting glass skylight which provides upstairs with a birds’ eye view of reception and downstairs with a celestial view of the kitchen.

I agree with Mrs Smith that ours is not a room to linger in, but it’s clever and compact. If Apple launched an iRoom it would look like this. A white pod (white walls, towels, bedding and candles) with a bathroom I’d like to package up and send home. Nobody does bathrooms like the Italians, even in miniature. (Design lovers, note: the Zucchetti taps alone are worth the trip). And guess what? There’s no room key, just a security code and a keypad. One code fits all – from the street entrance to your room.

Giacomo and Francesca arrive early the following morning to prepare breakfast. Mrs Smith and I flick through design magazines while they make toast and coffee and suggest an itinerary for our day. We feel like guests in the apartment of a cool, handsome young Florentine couple, which is not far from the truth. It’s an Elle Decor moment.

Later in the day we transfer to Floroom 2, just across the Arno on Via del Sole, and even closer to the shoes on Via Tornabuoni. Confusingly, we are greeted by another Joel (same name, different man) who provides Mrs Smith with another opportunity to break out Grace’s accordion. As this new Joel struggles up the stairs with our leaden luggage, I wonder if Joels 1 and 2 are simply another design feature. This is Italy, after all.

The cognoscenti have known for some time that grey is the new white, which makes Floroom 2 state of the art. Add the antique poltrone, the oversized lamp and chandelier, a magnificent parquet floor (Mrs Smith says herringbone, I say chevrons) and – fantastico – a Nespresso machine, and we are a few short rungs from design nirvana.

The quieter location of Floroom 1 is preferred by Mrs Smith, but for me Floroom 2 is la dolce vita. Overlooking the street (and molto Vespas), our new room has the same distinctive artwork as before – vintage views of Florence, contemporised by clever division into enlarged, multi-images. In this room it’s an atmospheric Santa Maria Novella. And while our previous room was alarmingly white, this one is pale dove grey – calm and beyond chic.

A galley bathroom lines one wall, with separate curtained cubicles for shower, toilet and basin. Ingenious, but as Mrs Smith points out, she will be sleeping with her head perilously close to the toilet. I suggest swapping sides but she won’t hear of it. The smell of burning martyr mixes with the delicious Dr Vranjes fragrance sticks.

Mrs Smith and I love Florence and its culture, but we are not guide-clutching zealots. We agree – unusually – that on this visit we will not be joining the September throng and millipede queues around the galleries, monuments and churches. We feel strangely liberated knowing that although we may leave without seeing a single Titian or Uccello, we will instead stroll at dusk in Boboli Gardens, see shoes created for Monroe and Bergman at the Salvatore Ferragamo Museum and be captivated by the Museo Nazionale Alinari della Fotografia. And we will dine like locals on the legendary butter chicken at Trattoria Sostanza on Via della Porcellana, just moments from Floroom 2. And to be very honest, after a final nightcap on Via della Spada, neither Mrs Smith nor I will much care who is sleeping nearest to the loo.
 

The Guestbook

Reviews of Floroom from Smith members

Whenever you book a stay through us, we’ll invite you to comment when you get back. Read the Guestbook entries below to see what real-life Mr & Mrs Smiths have said about this hotel…

BlackSmith

Stayed on

We loved

The styling of the Floroom, especially the rooms, is gorgeous. It's in a fantastic location and the complimentary drinks and snacks make for a really nice touch.

Don’t expect

We were woken up quite a few times each night by the air conditioner unit making loud gurgling noises and the not-very-comfy bed. The shower gel and shampoo were really poor and not the yum-smelling treats you would expect in this sort of place. We also weren't offered our Mr & Mrs Smith extra gift. The staff were nice but a bit chaotic - we ended up getting soaked walking through town with all our luggage on the way out because they had forgotten to book us a cab when we requested one, and then couldn't find an alternative.

Rating: 5/10 stars

BlackSmith

Stayed on

We loved

We liked the classic Florentine feel, the beautiful rooms, and the amazing service (especially from the man from the Philippines).

Don’t expect

We found that the beds and the pillows were very hard.

Rating: 9/10 stars

BlackSmith

Stayed on

We loved

I liked the very welcoming staff and a good, fresh Continental breakfast (included in the rate). Floroom 2 is very well located in the centre of Florence with easy access to the sights and transport links. The room was very comfortable.

Don’t expect

The plumbing could be better, I think – we were woken by some odd gurgling sounds!

Rating: 8/10 stars

BlackSmith

Stayed on

We loved

This is the perfect location in the heart of Florence close to Ponte Vechio bridge and surrounded by nightlife.

Don’t expect

Rooms need mosquito nets fitted to windows.

Rating: 10/10 stars