Florentine Elegance: luxury, collecting and design is a curated excursion that guides our guests on a journey through time and Florence’s centuries-long quest to pursue elegance in all its forms. This is a dynamic tour that touches upon various areas of Florence’s vibrant contemporary luxury sector, giving guests a unique opportunity to pull back the curtain on some of Florence’s most iconic luxury brands and understand what it is that makes them tick.

Florence is the birthplace of the Renaissance, certainly. But beyond this – or perhaps thanks to it – Florence is a city that has had a consequential influence on our modern conception of beauty and elegance. For centuries, this city nestled in the heart of the Arno Valley has been the crossroads of a vibrant cultural and artistic exchange between East and West. Great historical figures such as Lorenzo “il Magnifico” de’ Medici himself were known for collecting tangible traces of distant worlds. Several generations later, painter Giorgio Vasari recognized for the first time the importance of documenting the life stories of Florence’s greatest artistic talents; art collecting was forever changed by his work.

Centuries have passed; tastes and consumption habits haves changed, but Florence and its people have yet to relinquish their pursuit of elegance and harmony in design. A vibrant community of antique dealers maintain a visceral connection to days gone by, supplying collectors and aficionados from around the world with invaluable antiques from centuries passed. Luxury brands in horology, fashion, and interior design, such as Panerai, Ferragamo, and Woo Class (a local artisan specialized in handcrafting bespoke eyewear) have taken the reins from history’s artists and architects and continue their work in exploring and proposing contemporary solutions of elegance for the modern consumer.

During this 3-hour curated excursion, you will visit the Florentine headquarters of these world-famous brands while our expert guides walk you through the significant role that Florence continues to play in the global luxury landscape