The Ferragamo family, renowned for their high-end fashion empire, has delved into luxury hospitality with the establishment of the Lungarno Collection. This venture began over twenty-five years ago, with the acquisition of the Hotel Lungarno in Florence in 1995. Subsequently, the family added the Gallery Hotel Art and the Hotel Continentale in Florence, followed by the launch of the Portrait brand in 2012.
Despite the intimate connection between the Ferragamo name and the luxury hotel business, the properties under the Lungarno Collection umbrella are intentionally separate from the iconic fashion brand. Valeriano Antonioli, the CEO of the Lungarno Collection, emphasized the distinctive nature of the two industries, highlighting the varying pace at which they operate. While fashion is characterized by constant change and innovation, the hotel industry requires a long-term approach and a focus on durability. As a result, the family opted to leverage their core values and heritage rather than the Ferragamo brand itself.
One of the driving forces behind the recent growth of the Lungarno Collection is the Portrait brand, catering to discerning travelers in prime city-center locations. With properties in Florence, Rome, and the latest addition, the Portrait Milano, the collection continues to set new standards for luxury hospitality. The Portrait Milano, situated in Milan’s fashion district within a historic 16th-century building, exemplifies the brand’s commitment to offering guests an unparalleled experience.
While the Ferragamo name may not be prominently featured in the Lungarno Collection properties, subtle connections between the two worlds do exist. Each Portrait hotel is strategically located near a Ferragamo retail store, fostering a sense of cohesion between fashion and hospitality. Guests are also offered exclusive privileges, such as complimentary admission to the Ferragamo Museum in Florence, providing them with a glimpse into the fashion house’s heritage and legacy.
Valeriano Antonioli remains optimistic about the future demand for luxury hospitality in Italy, citing the country’s rapid tourism recovery and the surge in hotel rates. With a keen eye on delivering exceptional guest experiences and maintaining the integrity of the Ferragamo family values, the Lungarno Collection is poised for further expansion and success in the dynamic world of luxury hospitality.