The Social Hub Inaugurates Second Location in Florence

January 30th, 2025 (Florence, Italy) – This February 1, The Social Hub will inaugurate its second hotel in Florence, welcoming guests from all walks of life. Set to become a hub of innovation and community building, The Social Hub Belfiore offers a variety of lively spaces following the company’s unique impact-centric hybrid hospitality model. The new €150 million, 80,000 m² landmark structure is located in the heart of the San Jacopino neighbourhood, just steps from the historic city centre. This is the group’s second location in Florence alongside The Social Hub Lavagnini, marking the latest step in the company’s commitment to the Italian market, the people of Florence, and the sustainable development of the city.

Featuring a breathtaking 7,000 m² panoramic rooftop with an Olympic length swimming pool and a vibrant public garden, the four-star hotel also counts with: 550 rooms, the biggest coworking space in Tuscany set to host 500 businesspeople, premium meeting & events capabilities for over 300 guests, a state-of-the-art gym, a shopping boulevard connecting the building to the local area, and much more...

Design

From blueprint to reality, the new building represents an evolution of hospitality spaces and how they add value to neighbourhoods. Developed over six years by the company’s in-house real estate department, the team engaged local architect Studio Natalini to create a dynamic and modern building inspired by Florence’s iconic Renaissance architecture. Its interior spaces by Rizoma Architetture are filled with pops of colour and lush greenery alongside contemporary and functional furniture in areas dedicated to learn, stay, work and play. The landscape architect, Antonio Perazzi, brought the exteriors to life with lush, flourishing greenery. Particularly, the rooftop public garden – the largest in Florence – will enhance the neighbourhood’s green offering with more than 3,500 perennial plants, 500 bushes, and 55 trees.

Dining

The Social Hub Belfiore also aims to be a culinary destination, with a partnership led by renowned Florentine restaurateur Aldo Settembrini. A full service restaurant, Ammodino, offers a modern Italian family-style concept with a menu offering everything from hand-made pastas to a curated wine list of more than 100 labels. Complementing the restaurant, the hub hosts an outpost of the acclaimed Panificio Menchetti bakery, a brand established in 1948 offering a wide selection of baked goods made from high-quality local ingredients including pizza, panini, and sweets. A rooftop bar will also serve guests poolside refreshments year-round.

Community

Recently obtaining B Corp Certification, The Social Hub brings diverse guests together through its unique model created to generate positive social impact. With travellers, students, business people and locals all under one roof, more than 600 community experiences a year designed to foster connections will activate The Social Hub Belfiore’s spaces. These include everything from language and cooking courses, through to skills training and even fitness workouts. The hub will also host scholarship recipients from its TSH Talent Foundation aimed at empowering changemakers facing barriers to opportunity. And, last but not least, The Social Hub is also creating partnerships with local businesses to incentivise connectivity with the neighbourhood and stimulate growth.

CEO & Founder of The Social Hub, Charlie MacGregor, stated: “When we began investing in the Italian market almost 10 years ago, our peers called us crazy. Many discouraged us, saying we would run into far too many challenges to be successful. We, on the other hand, were able to make what seemed to be the impossible, possible. We collaborated with the municipality, local architects, designers and countless other partners to create not only one, but two spectacular hubs with inspiring spaces and an even more inspiring community… one that shares values and is committed to making a real difference in Florence’s future.” He concluded, “The Social Hub Belfiore represents how our model continues to evolve. One that helps breathe new life to neighbourhoods by listening, understanding their needs and tackling those head on.”