In a changing world, The Place Firenze aims to chart an original new course on the Italian hospitality map and become a point of reference for travellers looking not just for a place to stay, but a stylish home away from home that allows them to enter into the life of this vibrant Tuscan city. An entirely new brand identity, will take its inspiration from architect, thinker and humanist Leon Battista Alberti in order to underline the umbilical connection that links The Place Firenze with Piazza Santa Maria Novella, Florence and the Renaissance, at a time when a new renaissance in both leisure and business travel is looming on the horizon.