How do you bring Florence’s cultural heritage to life in a way that feels vibrant, contemporary and deeply connected to its Anglo-American legacy.
Il Prisma developed a new brand strategy and narrative for Anglo American Hotel Florence, part of the Curio Collection by Hilton. Built between 1862 and 1864, the hotel reflects Florence’s architectural style with its sober façade and Liberty-inspired interiors. Originally constructed as public housing, it transformed into a hotel around 1890, welcoming figures like Lev Tolstoy, Rudolf Nureyev, Maria Callas, Carla Fracci, and Eduardo De Filippo, and earning a mention in Augustus Hare’s 1896 guide to Florence.
At the heart of the strategy is the concept of “A world of contrasts unto itself”, blending Florence’s historical roots with international influences. This vision unfolds across three brand pillars: The Scorpion salon –inspired by Florence’s 19th-century cultural lounges and the Grand Tour, this pillar reimagines the sharp wit, intellect and snobbery of the Scorpioni, creating a dynamic space for today’s social exchange; The obsession for the arts – drawing from Florence’s artistic heritage and the Macchiaioli movement, this pillar comes alive through bold colors and daring artistic references, celebrating creativity and expression; The external insiders – reflecting the unique Anglo-American community and its international lifestyle, this pillar explores the contrast between English tradition and American modernity.
The result is a hotel that offers engaging and unconventional experiences: a hidden gem where travelers from near and far connect and explore Florence’s captivating stories, just steps from its historic heart. An exclusive, international salon full of contrasts, it sparks curiosity with surprising touches and bold moments, crafting extraordinary memories while honoring the legacy of the Anglo-American community.
Arrival
Stepping into the Anglo-AmericanHotel, guests are transported to an unexpected world. The colorful entrance immediately catches their attention, a striking contrast to the building’s simple façade. Inside, bright strokes of color reinterpret revolutionary art movements of the early 1900s, while blocks of full colors give the space its distinctive character, inspired by the Anglo-American community.
Welcome
The welcome area features colorful lounge seating beneath a Liberty-inspired canopy, surrounded by art and photographs of the hotel’s renowned former guests. The receptionist introduces guests to the hotel’s story and its Scorpion signature, which recurs throughout the experience. Guests are offered welcome tea and can relax in the lobby lounge while browsing a photo guide of Florence. A welcome kit includes a room key featuring the Scorpion symbol and a peculiar map of Florence through Anglo-American eyes. The Lady Scorpion’s dog statue, the hotel’s mascot, adds a playful touch.
The bar
The bar reflects LadyScorpion’s bold and eccentric personality—captivating and full of contrasts. Here, whispers of quiet gossip flow freely. Signature cocktails, blending champagne and tea, symbolize the meeting of British and Americans influences. At 4 pm, the daily ritual of afternoon tea offers bespoke teas, sandwiches, and freshly baked treats. Jazz and soul music set a warm ambiance, occasionally punctuated by opera for an unexpected twist. For amore private experience, a hidden space behind curtains offers tailored cocktails prepared by the mixologist.
The courtyard
The courtyard is an inner garden with café-style seating, bright colors, and contrasting stripes.Guests can relax with drinks under the sun or beneath Scorpion umbrellas, while enjoying a full bar menu, teas, and colorful Aperitivos served all day. Inspired by the open-air lifestyle of the Anglo-Americans in Florence, the space transforms into a venue for curated events, including book readings, poetry sessions, art exhibitions, and live music.
The restaurant
The restaurant evolves throughout the day—from a casual morning café to a refined dining space at night. Breakfast features a self-serve buffet with English delicacies, hot intercontinental plates, and self-serve or barista-style coffee. During the day, a light à la carte menu offers contemporary bites with British andAmerican flavors, served in the bar and courtyard. At dinner, the restaurant presents colorful burgers and Anglo-American classics with a modern twist, made from local, seasonal ingredients.
Rooms
The rooms showcase a bold palette of bright yellow, Siena red, dark blue, and contrasting stripes, where light and shadow create striking visuals. Guests can enjoy curated teas served in tea cup champagne glasses for a relaxing moment in-room. Contemporary artworks reinterpret portraits of renowned former guests, with impulsive strokes of color nodding to the obsession with art. Some pieces are available for purchase in printed versions. A curated movie playlist invites guests to explore the Anglo-American community further, adding another layer to their immersive stay.
The departure
The final farewell ensures a lasting impression. After check-out, guests receive a departure gift: a box of watercolors inspired by the hotel’s palette and an excerpt from LadyScorpion’s diary. This gift captures the hotel’s unique spirit and invites guests to bring a touch of creativity home with them.
.jpg)
