florence city guide

Fashion

Florence City Guide 20132

A-BracB-Caffè CibreoC-CAffè RivoireD-Giardino di BoboliE-Le tre stanzeF-FArmacia S.Maria NovellaG-Colle Bereto

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A guide to the city of Florence, with addresses selected by two true Florentines: Massimiliano Giannelli, founder of the Societè Anonyme store, and Alberto Moretti, designer of the brand of footwear that carries his name. The first will accompany us on a more alternative route, allowing us to discover the most authentic side of Florence with its little trattoria restaurants, literary cafes and old vinyl record shops. The second testimonial, known for his love of elegance and good living, will allow you to try all the best of Florentine good taste along a route of gardens and award-winning hotels and restaurants. Follow the suggestions for your breakfasts, lunches and dinners in Florence and for the most exclusive shopping and discover the less well-known corners of history and culture.

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Florence City Guide 20134

Designer and founder of the Sociètè Anonyme concept store in Florence, he is a point of reference for experi-mental fashion in Italy and abroad. A great lover of his skateboard, he believes in a new Renaissance in Italy that abandons the uniformity in fashion to rediscover territorial beauty with an international flavour. This concept is best expressed in his creation, Sociètè Ano-nyme, the store in Via Niccolini 3f. This is an address to take note of when you are in town and you want to visit a corner of the city in which you will find the best ex-perimental brands in the world. It is located in the area of S. Ambrogio in Florence, a historic crossroads of artistic and literary currents. Clothing, accessories and modern vintage objects make this place unique and always a surprise. This independent shop of Northern European design is inspired by the underground atmo-spheres of the hot-lazy districts of London (Brick lane), Berlin (Mitte), Antwerp and Brooklyn (Williamsburgh). Among the brands that you will find here, are: Comme des Garçon, See by Chloe, Hope, Camo and Sociètè Anonyme, the brand created within these walls, based on the taste of Massimiliano Giannelli.

masSimiliano giannelli

itinerary boho chic

Florence City Guide 20136

caffè cibreo

A historic Cafe in Florence, which also offers dinner and lunch, serving authentic Florentine cuisine, though its prices are not exactly low. It is also called “Cibreino”, to differentiate it from the Ristorante Cibreo. It is a great place for sipping a cup of coffee on a lazy afternoon or as a marvellous start to your day, discovering Florence in this little bistro, reminiscent of a corner of Paris. If you’re lucky enough to be served by Joseph, you can be sure of a warm welcome.

Via del Verrocchio 5/r+39 055 2345853www.edizioniteatrodelsalecibreofirenze.it

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caffè giacosa

In the inner courtyard of Palazzo Strozzi, is one of the most historic and popular cafes of the city, Caffè Giacosa, which changes its image and name with every exhi-bition held on the Main Floor of the Museum. Explore the Palace courtyard and take a seat at one of the little outdoor tables, where you can enjoy the best cappuccino in Florence, or so they say, and the excellent cakes and pastries. After having eaten the right amount of good things to start your morning, treat yourself to a visit to Palazzo Strozzi, which always hosts interesting art exhibitions in its magnificent halls.

Piazza Strozzi 1+39 055 2776328www.palazzostrozzi.org

Florence City Guide 20137

boho chic

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Florence City Guide 20138

trattoria da rocco

A low cost, but absolutely genuine proposal. Inside the Covered Mar-ket of Sant’Ambrogio, you will find a restaurant, which is always open and offers typical Tuscan cuisine at very fair prices. 4 euro for first courses, 5 for second courses - a mirage in Florence. Ribollita soup, Florentine tripe, Livorno-style Baccalà (salted cod), all excellent and served on small tables that you will often have to share with other diners. It is a point of refer-ence for students and workers in the area, and a very good solution for a quick lunch break between a sightseeing tour and a shopping trip.

Sant’Ambrogio Market+39 3398384555

lunch

Le Muratecaffè Letterario

A charming little square closed to traffic, which was originally former prisons, creates a unique atmosphere in which you can stop for lunch and also for dinner. Day-time is recommended, because it is definitely is quieter than in the evening, when people meet up for an aperitif and live concerts. It is also excellent for Sunday brunch, when a rich plate of mixed savoury foods is offered, as well with a sweet one, accompanied by water and fruit juice, all for 12 euro per person.

Piazza delle Murate+39 055 2346872www.lemurate.it

Le Murate - Caffè Letterario

Florence City Guide 201310

dinner

VagaLuMe

A huge blackboard on which the fresh and delicious daily specials are chalked up. This is what immediately catches your eye in this wine bar in Piazza dei Ciompi. It is perfect for a simple candle-lit dinner or a for a long aperitif. The best sellers are the boards of cold cuts accompanied by excellent local wines. An excellent place in which to spend a casual evening with friends.

Via Pietrapiana 40/r | P.zza dei Ciompi+39 055 2466740

brac

An unusual place for spending a quiet evening, in the company of lots of books and an intellectual Florentine environment. This is the Contemporary Art Bookshop, which hosts this modern café inside and a kitchen that opens from noon to midnight. Both for lunch and dinner, only vegetarian and vegan menus are available and these change according to the season. Many of the products used for the preparation of the dishes are organic or come from local farms.

Via dei Vagellai 18/r+39 055 0944877www.libreriabrac.net

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Florence City Guide 201311

boho chic

taMerò Pasta bar

A small temple of pasta, in this radical chic-style locale that comes to life in the evening with live music and DJ mix. If you want to enjoy one of the dishes of fresh pasta, strictly made by hand, like the black tortelli pasta with octopus sauce or the pappardelle pasta with suckling pig and rosemary sauce, in quiet surroundings, we advise you to opt for lunch. Otherwise, if you want to spend an evening of fun, this is the place for you.

Piazza S. Spirito 11+39 055 282596www.tamero.it

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Florence City Guide 201312

after dinner

caffè/enoteca sant’aMbrogio

For an aperitif or an after dinner drink, the setting in the square of Piazza Sant’Ambrogio is an ideal place in which to relax after a day of work or pleasure. In the evening, the square comes alive in front of this wine bar, which offers a wide selection of wines and a good variety of little snacks and nibbles to go with your aperitif. If you want to go to a non-touristic locale with a clientele that is 100% Florentine, write down this address.

Piazza Sant’Ambrogio+39 055 2477277www.caffesantambrogio.it

L’art bar

Excellent cocktails and high quality beer are served in this bar, which has become a must over the years, not to be missed when you are in town. The Bohemian atmos-phere is fun. The 9 euro for a cocktail are justified by the high quality ingredients used and the care taken to make them. We recommend the mojito. It is located in a small alley in the town centre, while at the same time far from tourist itineraries and is an alternative, peaceful place in which you can relax.

Via Del Moro 4/r+39 055 287661

Caffè/Enoteca Sant’Ambrogio

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Florence City Guide 201314

hotel

Le tre stanze

Le tre Stanze is a bed&breakfast that remains in your heart. Just a few rooms, all very spacious and furnished in a very basic but tasteful way and a short walk from the Cathedral. It is the ideal place to stay in the most authentic part of Florence, thanks to the antique flavour of the building and the friendliness of the manager, Pat-rick, who always knows how to help you. A magnificent terrace allows you to enjoy the cool sum-mer evenings in the company of a beautiful view of Brunelleschi’s dome.

Via dell’Oriuolo 43+39 329 2128756 www.letrestanze.it

Le tre stanze

Florence City Guide 201316

culture

the Marino Marini MuseuM

The Marino Marini Museum is located in the former Church of San Pancrazio in Flor-ence and promotes cultural events and exhibitions dedicated to artists from the twentieth century to present day in the crypt below. It is dedicated to the sculptor from Pistoia, protagonist of the plastic arts revolution in the last century and many of his works are on display. Moreover, inside the museum, the Rucellai chapel was recently reopened and is a fourteenth-century treasure chest that contains a mas-terpiece by Leon Battista Alberti: the Temple of the Holy Sepulchre.

Piazza di San Pancrazio+39 055 219432www.museomarinomarini.it

the obLate Library

This is a truly fascinating place just behind the Cathedral, where readings and jazz concerts are organized and where you can stop for a coffee in the company of a good book. This is a cultural space located in the beautiful four-teenth-century former convent of the “Oblates”, from which it takes its name. As well as the charm of its rooms and the significant multimedia services, it stands out among the Florentine libraries, as a place for meeting and dialogue that is open to all.

Via dell’Oriuolo 26+39 055 2616512bibliotecadelleoblate.comune.fi.it

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Florence City Guide 201317

boho chic

the stibbert MuseuM

A collection that was born from the passion for oriental art of a man who lived at the turn of the twentieth century. This was Frederick Stibbert, who had an English father and an Italian mother. He was born in Florence but educated in England. Over the years, he created his own museum on the hill of Montughi, starting with col-lections of arms and armour, to which he added costumes, paintings, tapestries, furniture and objects of Applied Art, creating the current collection which includes over 36,000 items (about fifty thousand objects), most of which are on display, thanks to the original nucleus left by Stibbert on his death but boosted by various gifts and purchases added later.

Via F. Stibbert 26+39 055 475520www.museostibbert.it

A-The Marino Marini MuseumB-The Stibbert Museum

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Florence City Guide 201318

Shopping

Marquee Moon

A music shop dedicated to vi-nyl records, of all genres and all types, catering for enthusiasts and also to those who would like to buy their first turntable. In an era when downloading music is rampant, this is a place in which you can rediscover the sound of a vinyl record, putting into play a series of rituals, from listening to the record, to the art of the record covers as an integral part of the work. The shop is located inside an old late 19th-century Floren-tine-style eyewear shop, in which the furniture and details from past times create a truly interesting atmosphere.

Piazza S. Maria Maggiore 7/r+39 055 211230www.marqueemoon.it

dal design al fashion e dal fashion al design

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Florence City Guide 201320

Destined from birth to work in the world of style, at the age of three, he already insisted on wearing a bow tie. An authentic Florentine, Alberto grew up following in his father’s footsteps. His father, an entrepreneur from Arezzo, Antonio Moretti, was a partner of the Car Shoe brand at the end of the 1990s, a product that Alberto helped to develop. In 2008, he re-launched the Arfango brand, a historical brand Made in Italy, completely renewing it and then creating a new collection carrying its name. We owe the creation of the first velvet moccasin to him, a shoe that also has a feminine version and was a great success. Alberto Moretti recognizes velvet as the distinguishing feature of his brand and has been described by the interna-tional press as “a creative man with a heart of velvet “. He is very attached to his territory and he lives with his wife, Vanessa Zoppas, and daughters Bianca Maria and Fiamma, between Florence and the family estate in Arezzo, where he likes to go horseback riding, play polo and run. itinerary

alberto moretti

Florence City Guide 201321

upper classitinerary

Florence City Guide 201322

caffè riVoire

In one of the world’s most famous squares, this historic Florentine cafe is always a guarantee. It is an excellent way to start the day, in the company of Palazzo Vecchio and Michelangelo’s David standing majestically before you. The Rivoire is famous for the production of homemade chocolate since 1872, so if you want to take home a little something good from Florence, buy a box of chocolates here.

Piazza della Signoria 5/r +39 055 214412www.rivoire.it

breakfaSt

Florence City Guide 201323

PaLagio - hoteL four seasons

To start off your day well, enjoy a lavish breakfast at the Palagio, inside the elegant Four Seasons Hotel in Florence. If the weather is nice, you can sit outside at the tables that look onto the magnificent Gherardesca gardens. This is truly the perfect place for Sunday brunch. There are high quality dishes on the menu, including des-serts, and numerous savoury offerings typical of the area, such as “pappa al pomo-doro” (tomato bread soup) and “Lampredotto” (a type of tripe) sandwich.

Borgo Pinti 99+39 055 2626450www.fourseasons.com/florence

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A-Caffè RivoireB-Palagio - Hotel Four Seasons

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T h e b l a c k b o o k o f r e t a i l2 0 1 3

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Dopo la crescita senza precedenti del 2011, seconda solo alla Cina, ora il rit-mo si è assestato: nel 2012, ha registra-to una crescita media del 2,7%. Una buona notizia riguarda l’interscambio con l’Italia, che registra un 10,4%, con 543milioni di dollari di esportazioni turche verso l’Italia (+8%) e 886mi-lioni di dollari di importazioni dal nostro Paese (+11,8%). “Delle oltre 7.500 aziende tessili la maggior parte è di medie dimensioni mentre più di 11.000 del ready to wear producono per l'export – racconta Ferdinando Pastore, direttore Ice Istanbul -. Il valore totale della produzione tessile è stimato in 30miliardi di dollari e di questi oltre 26miliardi rappresentano il valore dell'export, ossia il 19% del valore delle esportazioni totali della Turchia”. Il settore manufatturiero italiano però, deve mantenere alta la guardia: sono dei bravissimi produt-tori e la creatività agli young designer, ospiti tra l’altro a Pitti Uomo, non manca. Pag.29

focus

La marciaturca

Aprire o non aprire? Dove? Quan-do? In che forma? Questi alcuni degli interrogativi che attanagliano gli esploratori del retail. Sono profes-sionisti pignoli e curiosi, che devono spingere i brand per cui lavorano a cogliere in modo profittevole le sfide della globalizzazione contemporanea. “Quando abbiamo iniziato con Gucci alla fine degli Anni Novanta – spie-ga Claudia Mastrangelo di Uragano Studio - mancava una strategia retail specifica per la distribuzione di lusso, oggi invece ci sono prassi e iter da se-guire”. Una guida concreta agli step pre-opening. Pag.40

MercatiAbbigliAmento uomoIl menswear guarda lontano

e punta sul Far East.Pag. 12

IdeazioneSoStenibilità nAScoSte

Piccole realtà del tessile fra etica e innovazione.

Pag. 26

TrendPreview P/e 2014

Stile riviera, nuovo classico e ispirazione biker per l’estate.

Pag. 16

Lifestylel’Auto è Su miSurAè la Ferrari la quintessenza

del tailormadePag. 34

Ai nastri di partenza la moda uomo per la p/e 2014. In contemporanea esordisce in Italia l’attesissimo World War Z dove Brad Pitt sfida

gli zombie in giubbotto, maglie girocollo e chinos.

Issue #21- Luglio/Agosto 2013

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Direttore responsabile Flavia Colli Franzone Costo copertina €6 - magazine + The Black Book of retail Russia €10

retail

Dove e come aprire

luxury stores

Durante il Festival di Cannes un tabellone sulla Croisette indicava il countdown dei gior-ni, ore, minuti e secon-di mancanti all’uscita dell’atteso action zombie movie Worls War Z, il film diretto da Marc For-ster e distribuito da Uni-versal Pictures che arrive-rà in Italia il 27 giugno.

Uno strepitoso Brad Pitt dal capello fluente impe-gnato in una lotta contro il tempo per salvare il pianeta da un virus che sta annientando l'intera popolazione mondiale. Una sequenza di azioni mozzafiato dove il pro-tagonista sceglie uno stile semplice, fatto di pezzi facili e basici, giub- Giubbotto

Waxed p/e 2014

botti, camicie, maglie girocollo e chinos, che comporranno il puzzle del guardaroba maschi-le anche della prossima primavera-estate 2014. Capi declinati in mate-riali leggeri, dal nylon alla pelle extralight ai co-toni cerati ma resistenti per i capospalla, in filati extrafini per la maglieria,

in tessuti lavati per le ca-micie e i pantaloni. Una ricerca sempre più meti-colosa su forme, volumi e materiali che da sempre caratterizza la produ-zione maschile: anche per l’uomo il conto alla rovescia è partito, in un percorso che si snoda fra Londra, Firenze, Milano e Parigi.

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Florence City Guide 201325

hoteL ViLLa cora

This splendid Villa above Florence is very elegant and quiet. If you want to escape from the chaos of the city, come into this hotel, sit by the outdoor pool and have a feast fit for a king. After lunch, if you still have time, stay for a si-esta on one of the sun loungers for guests, in the garden.

Viale Niccolò Machiavelli 18+39 055 228790www.villacora.it

lunch

Florence City Guide 201326

dinner

the Westin exceLsior fLorence

At the end of the day, before going to dinner, treat yourself to an aperitif in one of the most scenic spots in Florence - the terrace of the Hotel Westin, along the river Arno. Recently inaugurated, it has a 360° breathtaking view of the entire town. The lounge restaurant is an excellent and quiet place for lunches, dinners, business meetings or just for a coffee break.

Piazza Ognissanti 3+39 055 27151www.westinflorence.com

ora d’aria

The aim of the staff and the chef, Marco Stabile, is to offer guests a relaxing and pleasant break, hence the name Ora d’Aria, meaning “recreation time”, also due to the proximity of the first restaurant to the former prisons of Murate. This restaurant has a Michelin star and serves a regional and Italian cuisine, revisited with an ultra modern-twist. Ideal for dinner, a “tapas” tasting menu is also available at lunch-time, offering small samples at small prices.

Via Accademia dei Georgofili 11/r +39 055 2001699www.oradariaristorante.com

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Florence City Guide 201327

upper claSS

buca deLL’orafo

A historic Tavern located in a small alley, which offers the best regional cuisine. Needless to say, the quality of the raw materials is excellent, particularly the meat, which comes from Bembo farm. Tuscan crostini bread, ventresca bacon with beans, “pappa al pomodoro” tomato bread soup and excellent steaks in an atmosphere of times gone by. The tavern does not sit many, so it is best to book, even for small numbers.

Via dei Girolami 28+39 055 213619www.bucadellorafo.com

A-The Westin Excelsior FlorenceB-Ora d’aria

Florence City Guide 201328

after dinner

coLLe bereto

One of the main locations for Florentine nightlife. Evenings start with an aperitif and end up in the disco-club above, which is small but has a nice atmosphere. During happy hour, drinks cost about 10 euro including a buffet. This is an excellent place to spend pleasant evenings in company.

Piazza degli Strozzi 5/r +39 055 283156www.cafecollebereto.com

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Florence City Guide 201329

hotel

JK PLace firenze

A centrally located boutique ho-tel that will not disappoint you in terms of good taste and at-mosphere. Above all, you will be surprised by the view overlooking Santa Maria Novella. Designed as a home, it has a large shared table at which you can have your buf-fet breakfast along with the other guests.

Piazza Santa Maria Novella 7+39 055 264 5181www.jkplace.com

Florence City Guide 201330

culture

the boboLi gardens

If you are stressed after a day spent between stands and the heat within the walls of the Fortezza da Basso fortress, perhaps you don’t know that right behind the Pitti Palace lies a green oasis. After a long day, you can enjoy the cool shade of the trees where the Medici family once strolled, after their construction in the 15th century. Lose yourself amidst the Roman sculptures, fountains, pools, nymphaea, little temples and caves.

Piazza Pitti 1 +39 055 597 8309www.giardinodiboboli.com

santa Maria noVeLLa PharMacy

Don’t be fooled by the name, be-cause this is not a simple phar-macy, but a true museum of per-fumery. For 400 years, it has been selling the same perfumes that were created for Catherine De’ Medici and still maintain the same essences. The ambiance inside the establishment, which dates back to 1612, still retains the original period furnishings and decora-tions. Come inside and admire a little piece of “scented” history.

Via della Scala 16+39 055 216276www.smnovella.com

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Florence City Guide 201331

upper claSSA-The Boboli GardensB-Santa Maria Novella PharmacyC - Ancient Florentine Silk Factory ©Stefano Ricci

ancient fLorentine siLK factory

Going past a wrought-iron gate, at no. 4 Via Bartolini in the his-toric district of San Frediano, you enter into a place in which time seems to stand still, when the looms were still operated by hand. This is the home of the Antico Setificio Fiorentino, the Ancient Florentine Silk Factory, which has always produced the finest silks. The pulsing of six eighteenth cen-tury handlooms and six nineteenth century mechanical looms will accompany you throughout your visit.

Via Bartolini 4 +39 055 213861www.anticosetificiofiorentino.com

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Florence City Guide 201332

Shopping

Luisa Via roMa

This internationally recognized temple of fashion in Florence has to be an obligatory stop during your visit in the city. The women’s, men’s and children’s collections sold here include the trendiest and most luxurious brands. Trend setters come here to stock their wardrobes and exclusive events are often organized here. If you can’t wait to go to Florence, you can always take a look at their well-stocked e-commerce web-site: www.luisaviaroma.com.

Via Roma 19 +39 055 906 4116www.luisaviaroma.com

coming soon

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The first Italian shopping guide with the best 200 multibrand stores for men, women, children and accessories.

Florence City Guide 201334

addreSS

A-VagalumeB-Caffè Giacosa

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upperclassBREAkFASTcaffè rivoirePiazza della Signoria 5/r Palagio - hotel four seasonsBorgo Pinti 99

LuNCHhotel Villa coraViale Niccolò Machiavelli 18

DINNERthe Westin excelsior florencePiazza Ognissanti 3buca dell’orafoVia dei Girolami 28ora d’ariaVia Accademia dei Georgofili 11/r

AFTERDINNERcolle beretoPiazza degli Strozzi 5/r

HOTELJK Place firenzePiazza Santa Maria Novella 7

CuLTuREgiardini di boboliPiazza Pitti 1 farmacia santa Maria novellaVia della Scala 16Antico Setificio di FirenzeVia Bartolini 4

SHOPPINGLuisa Via romaVia Roma 19

boho chicBREAkFASTcaffè cibreovia del Verrocchio 5/r caffè giacosaPiazza Strozzi 1

LuNCHda roccoSant’Ambrogio MarketLe Murate - caffè LetterarioPiazza delle Murate

DINNERVagalumeVia Pietrapiana 40/r | P.zza dei Ciompibracvia dei Vagellai 18 rtamerò Pasta barPiazza S. Spirito 11

AFTERDINNERL’art barvia del Moro 4/rcaffè sant’ambrogioPiazza Sant’Ambrogio

HOTELLe tre stanzeVia dell’Oriuolo 43

CuLTuREMuseo Marino MariniPiazza san PancrazioMuseo stibbertvia F.Stibbert 26biblioteca delle oblateVia dell’Oriuolo 26

SHOPPINGMarquee MoonPiazza Santa Maria Maggiore 7r

A-VagalumeB-Caffè Giacosa

Editor in ChiefFLAViA COLLi FRANzONE

f.colli@fashionillustrated.eu

Publisher MARCO POLi

mpoli@milanofashionmedia.it

LayoutGiuLiA quAGLiA

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TextViRGiNiA SiMONi

v.simoni@fashionillustrated.eu

TranslationsVERTO GROuP

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Fashion

upperclassBREAkFASTcaffè rivoirePiazza della Signoria 5/r Palagio - hotel four seasonsBorgo Pinti 99

LuNCHhotel Villa coraViale Niccolò Machiavelli 18

DINNERthe Westin excelsior florencePiazza Ognissanti 3buca dell’orafoVia dei Girolami 28ora d’ariaVia Accademia dei Georgofili 11/r

AFTERDINNERcolle beretoPiazza degli Strozzi 5/r

HOTELJK Place firenzePiazza Santa Maria Novella 7

CuLTuREgiardini di boboliPiazza Pitti 1 farmacia santa Maria novellaVia della Scala 16Antico Setificio di FirenzeVia Bartolini 4

SHOPPINGLuisa Via romaVia Roma 19