In the space once occupied by a Fiat branch and later an abandoned construction site, Florence welcomes its largest hotel, The Social Hub Firenze Belfiore. Combining hospitality, coworking spaces, and community-oriented services, this ambitious project redefines the way people live, work, and interact in the city.
An Innovative and Multifunctional Space
With a total investment of €150 million, The Social Hub spans nine floors, including four underground levels, and offers:
• 547 rooms with over 1,000 beds;
• a 50-meter rooftop pool set to open in spring;
• a 24-hour gym;
• a 7,000-square-meter panoramic terrace featuring a green rooftop garden and running track;
• coworking spaces and offices with more than 500 workstations;
• 550 underground parking spaces;
• retail spaces, including a supermarket currently under negotiation.
Designed by architects Adolfo and Fabrizio Natalini, the building is marked by a monumental staircase adorned with the motto “Come as you are,” inspired by Nirvana, inviting visitors to experience its inclusive communal spaces.
Hybrid Hospitality and Inclusive Community
The Social Hub is not a traditional hotel. Evolving from the concept of The Student Hotel, it merges accommodation for students, travelers, and professionals. Monthly rates for long stays—such as student housing—start at €1,200, while short-term rates align with standard hotel pricing.
A standout feature is the €99 monthly membership, granting unlimited access to the rooftop pool, gym, and coworking spaces, making its amenities accessible even to non-residents.
Sustainability and Community Engagement
A highlight of the structure is its green rooftop garden, designed by landscape architect Antonio Perazzi to bring a touch of nature to Florence’s urban core. The venue will host a variety of cultural events, concerts, exhibitions, and markets, with approximately 600 events annually, aiming to engage both locals and visitors.
Controversies and Criticism
Despite its innovative design and multifunctionality, the project has not escaped criticism. Some locals argue that the structure clashes with Florence’s architectural heritage and fear that its high costs cater to tourists rather than residents and workers.
Architect Fabrizio Natalini counters these claims: “The idea was to bring the public to the rooftop and create architecture that opens up to the city, fostering life and curiosity among its inhabitants.”
A New Landmark for Florence
Officially opening in February 2025, with around 100 staff already in training, The Social Hub Firenze Belfiore aims to become a modern symbol and a catalyst for development in the San Jacopino neighborhood. Its proximity to the Fortezza da Basso, the Centro Congressi, and the upcoming high-speed train station enhances its appeal.
Love it or hate it, The Social Hub is set to transform the hospitality landscape in Florence.
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