From Medici to Modern: A Cultural Renaissance in Hospitality

In the city that once sparked the cultural revolution of the Renaissance, a new transformation is unfolding. The Usual Florence opens its doors as a vibrant reimagining of what a hotel can be: artistic, social, and rooted in sustainability. Developed by emerging hotel brand The Usual and brought to life in collaboration with renowned concept and design agency Stylt, this is not just a place to stay—it’s a place to connect, create, and belong.

Located in the heart of Florence, The Usual Florence honors the city’s legacy of artistic innovation while redefining the very nature of hospitality. Through concepts like The Atelier, The Makers Studio, and Creator Box, the hotel introduces lively public spaces where local creatives, travelers, and cultural forces intersect.

“Florence is synonymous with the Renaissance,” says Erik Nissen Johansen, founder and Creative Director of Stylt. “The Usual is a renaissance of its own—this project feels like coming full circle. I studied art here in the ’80s, and Florence inspired me to start Stylt as an art collective. Now, as a creative force in hospitality, we’re giving something back to the city that started it all.”

Stylt, known for its award-winning work with lifestyle hospitality brands such as 25hours, Hoxton, and Renaissance Hotels, brings three decades of visionary experience to the table. The collaboration with The Usual has resulted in a concept that is both grounded in place and open to the world—rooted in local culture yet universally engaging.

“We’re incredibly proud of this partnership,” adds Aniek Holland, Brand Director at The Usual. “It’s rare to find a design team that truly understands our idea to blend hospitality and sustainability in a way that feels inclusive, inspiring, and alive. At The Usual Florence, travelers and locals don’t just coexist—they collaborate, celebrate, and co-create. That’s the magic.”

From a local, organic, low-waste food and beverage concept to ethically sourced materials and strong ties with Florentine artisans and community groups, every aspect of the hotel has been designed with conscious hospitality in mind. The interiors pay homage to Florence’s artistry while pushing boldly into the future—where comfort is redefined by meaning, and luxury is measured by connection.

For more information, please contact:
Erik Nissen Johansen
Founder & Creative Director, Stylt
+46 708 21 88 88
erik@stylt.se