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The award-winning, originally Dutch hospitality brand, The Usual, will open a hotel in Florence in the first quarter of 2027. The hotel chain, developed by a team of non-traditional hospitality experts, is known for combining ESG values with bold design, creativity, and lifestyle, and will become the brand's third European location and its first outside the Benelux region. As always, The Usual chooses a location with character, history, and a creative future.
The 3,400 m² property is housed in a 19th-century building on the UNESCO World Heritage list, on Via Nazionale, in the beating heart of Florence. Within walking distance of the train station and close to many iconic cultural attractions, The Usual Florence will feature 80 rooms, a vibrant F&B space, a library and distinctive amenities such as a gym, an art studio and a green internal garden. In keeping with Florence’s rich artistic tradition, guests will not be welcomed in a traditional lobby but rather a creative atelier.
“Florence is a cultural icon and a creative hotspot,” says David Gillerman, Founding Partner & CEO at Crossroads, partner and investment fund of The Usual. “Here, we bring our vision of hospitality to life: design and experience, supported by ESG principles and local impact.”
The interior and guest experience design will be realised in collaboration with the Swedish concept and design agency Stylt. This creative agency, known for successful concepts for 25hours, The Hoxton, and Renaissance Hotels, among others, is well acquainted with Florence. “My art studies here in the late eighties inspired me more than thirty years ago to found Stylt,” says creative director Erik Nissen Johansen. “Now we are back with the mission to connect The Usual with the creative and artistic heritage of Florence, thereby creating a new type of hospitality experience.”
The project began with the purchase of the property in November 2024 and is being developed in collaboration with Artelia Italia, experts in guiding complex heritage restorations. The Usual adopts a regenerative design philosophy, focusing on circular construction, energy efficiency, and the use of local materials. In addition to sustainable architecture, the hotel is committed to local socio-ecological initiatives, strong community ties, and contributing to the cultural and ecological vitality of Florence.
“Florence isn't just a backdrop; it's a partner in this story,” says Aniek Holland, Brand Marketing Director at The Usual. “The hotel carries our design signature, but also reflects the city's Renaissance soul and creative future.”
The Usual Florence is being developed with a regenerative approach, focusing on tangible, positive change that goes beyond sustainability alone. This means building with a circular mindset, reusing existing materials, integrating energy-efficient solutions, locally sourced furniture, and strong social engagement.
Just like in Rotterdam and Brussels, the Doing Good programme is also being rolled out in Florence, focusing on social-ecological cooperation with the city. For every overnight stay, The Usual donates 100 litres of clean drinking water to developing areas via Made Blue. For every direct booking, The Usual finances the removal of 1kg of plastic waste from rivers, through its collaboration with Clear Rivers.
“The Usual is the place where ESG, design, and lifestyle come together. Florence underscores our ambition to grow internationally in cities with character and a future,” says Joachim de Looij, CEO of The Usual. “We want to do more than just build beautiful hotels; we want to create value. For the neighbourhood, for the sector, and for the next generation of travellers.”
The Usual is a new hotel concept with locations in Rotterdam and Brussels, developed by a team of non-traditional hospitality experts. The team's mission is to create a new way of meeting, sleeping, eating, drinking, and working, with a focus on doing good for people and the planet.
The Usual operates on the principle that everything they do – in construction, daily operations, and guest experience – has as little negative impact as possible on people and the environment. The ecological footprint of all locations is carefully monitored and published annually in an impact report. The Usual aims to open fifteen hotels within five years.
