The Social Hub Florence Belfiore is the result of an urban regeneration project that required a total investment of 150 million euros. This new opening becomes the 19th property opened in Europe, making Italy the group’s second most important market. The Social Hub Corporation has an existing structure in viale Spartaco Lavagnini, established in 2018. Having taken over five years to complete, Florence’s second hub stands on the former site of the Fiat offices, the abandonment of which had left behind a lake in the middle of the city, creating a challenging process to reclaim the land.
Designed by the Natalini Architetti Studio, the space extends over 85,000 square metres, with 550 rooms and one of the largest coworking spaces in Tuscany at 3,300 square metres, accommodating over 500 people. Providing opportunities for travellers, entrepreneurs, students, digital nomads as well locals, the space is equipped with a 24-hour gym, a rooftop pool and bar, restaurant, hotel, parking lot, garden and city archives. It also vaunts a number of spaces suited to events, with plans to organize over 600 yearly events focused on culture and entertainment. Other spaces have been specifically created with fairs and conferences in mind, capable of hosting groups of up to 300 people.
The first floor is dedicated to shops, bars, restaurants and common areas, all decorated in a bright modern style with lots of green flourishes, while the 7,000 square meter rooftop with its panoramic view of the city is decorated by botanist Antonio Perazzi with 60 different species of vegetation, creating a hanging garden. A monumental staircase, featuring an arch with the words “Come as you are,” takes visitors straight to the roof from the outside of the building.
Located a short distance from Santa Maria Novella train station, the new hotel rises over nine floors, four of which are underground, and it’s also conveniently located near the future Firenze Belfiore high-speed rail station, scheduled for 2028. The Belfiore Hub will be the first in which a monthly subscription will be tested, meaning anyone will be able to access the services, spaces, events and training opportunities offered by the hub for 99 euro per month.
