Continentale

The Continentale hotel is a Lungarno Collection hotel, which means it's a Salvatore Ferragamo hotel. Why the chain of code names? Why not just come out and say it, Ferragamo in blinking neon, or at least radiant gold (a la Versace)? Why not at least take advantage of the opportunity to better position the brand, like Cerruti or Bulgari?

Unlike those others, this is not a fashion concept hotel. And, to be fair, Ferragamo has been in the hotel game since 1955 — so this is clearly not an afterthought or a marketing scheme. Ferragamo, as Lungarno, is in this business with both feet (sorry), not just as some kind of co-branding experiment, but as a full-fledged business venture. Thus you will never see the Ferragamo name in your room, unless it is already attached to your footwear.

Then why spend two paragraphs outlining the association? Because this is a hotel that is determined to win you over on its own, without coasting on a reputation earned in the fashion world. And it's a bit counter-intuitive at first, but consider this: as so many full-time hoteliers place visual flash above hospitality substance, here is a fashion hotel that prizes service over design.

That said, the Continentale is not short on design. Architect/designer Michele Bonan went the (seemingly) safe route, with white predominating, but with unexpected accents of bubble-gum pink, intended to evoke the optimistic affluence of the Dolce Vita Fifties and Sixties. In fact you may catch La Dolce Vita playing on the monitor in the lobby.

The service is the story, though; the look is secondary. Many hotels as attractive as this one would make do with flashy appearances and try to get away with a sneering, indifferent staff. Not so at the Continentale. Privacy and courtesy are the order of the day — this is not a place to be seen, but a place to stay, to get away. And the staff are hired, whenever possible, from outside the hospitality industry, so that they may be trained to Lungarno's exacting standards, without any bad habits to forget.

Rooms are comfortable if not enormous (this is Florence, after all) and continue in the palette of choice, whimsical rather than minimal white. The Sky Lounge on the top floor overlooks the Arno River, the hills, and the city. There is no restaurant, just breakfast, but the neighboring Gallery Hotel Art (another Lungarno Collection hotel — there are five in Florence, all told) makes its restaurant available via room service. And the White Iris Spa is a study in Florentine elegance.

It is an impressive hotel, one as stylish as any, and puts to shame the more tentative offerings of other fashion houses. In fact, staying at the Continentale, you may soon forget the Ferragamo connection altogether — and nothing would please the owners more.