A stylish, centrally located luxury hotel in Florence that might just have converted a skeptic.

*Walking in to this is an amateur photographer’s dream.*

I’ve never really liked Florence.

I know, I know. Yes it’s a beautiful, romantic city full of everything I love: incredible history, charming restaurants, great fashion, Italian men, fabulous museums and markets. But to that I say – so is Rome, Milan, Naples and Venice.

I have always loved and will always love Italy, so in August, I decided to give Florence another shot on a trip designed for journalists. This time, I was based at Hotel La Gemma, a gorgeous luxury hotel in Florence just steps from Piazza della Repubblica. I wanted to see if the right stay could finally make me fall for the city.

My journey from Mexico City was longer than expected — MEX to ATL to FCO somehow felt like days. Before landing in Rome, I used Aeromexico’s in‑air wifi to buy a train ticket to Florence. I was shocked to see that what I had thought would be a breezy 1.5‑hour ride between cities was more like three, and what I assumed would be a 20 euro price tag was more like 63.90. I’m a good traveler, but at that moment, I simply wasn’t in the mood. What’s a girl to do? Grumble, and nothing more. I bought the Italo ticket and settled back in my Premium Economy seat for the descent.

At 2:15pm I arrived at Firenze S.M.Novella and caught a taxi to my hotel (not after an embarrassing attempt at reviving my Italian, which is terrible at present). The ride was quick—ten minutes—all it took to make me fall in love with Italy all over again (for the second time upon arrival; the first had been just eight minutes before that, when I had my first espresso). The taxi turned into a small and surprisingly quiet square, just steps from Piazza della Repubblica, where staff were waiting for me.

Signorina Platanella!

Another thing I absolutely adore about this country is the innate ability to correctly pronounce my last name on the first try. A 20‑something man (can I call him a man at that age?) with light curly hair and impeccable style brought me through the doors to reception. To my left was a bar — stylish, with palm tree printed wallpaper, gold accents and moody backlights behind an impressive array of liquor bottles. To my right, a sitting area painted emerald green from wall to ceiling. A plush green velvet couch and rose‑colored pillows sat beneath a mirror with gold edging. The black‑and‑white floors were, literally, sparkling under the Tuscan sun.

*La Gemma Welcome Cocktail matches the vibe.*

The 20‑something, who I’d quickly come to find out was Edoardo, is the youngest in a family of five who designed and now runs the hotel. The Cecchi siblings, each of whom focuses on fashion, design, architecture or real estate, created Hotel La Gemma as a tribute to their parents. The name “La Gemma” itself comes from the initials of the family members: “La” for the parents, Luca and Alessandra, and “Gemma” for the five siblings—Ginevra, Edoardo, Massimiliano, Maria Sole, and Andrea.

Moreover, the hotel’s colors were chosen intentionally – green, black, white and pink are the hues that comprise the famous Duomo. I snapped a few photos before letting Edoardo guide me to an upstairs bar.

More velvet, more green, more gold, and mirrored ceilings, but this time, alcohol too. The hotel’s signature drink is a gin-based citrus‑and‑chartreuse paired so perfectly with the generous serving of truffle potato trips I nearly refused Edoardo’s advances to bring me to my room in lieu of a second round. Alas, I succumbed, and was not disappointed – inside the suite where I’d be spending the next three nights was a sitting room with views of the Duomo’s cupola, and a box of delicious chocolates I proceeded to eat half of.

*That box of chocolates didn’t make it 24 hours.*

One afternoon I traded my notebook for a shaker at the bar. The iconic Negroni was created in Florence in 1919, and while the drink still defines the Tuscan capital, a plethora of creative cocktails are now sweeping the scene. Marta, the head mixologist at La Gemma’s seductive bar, walked us through a cocktail‑making class built around local spirits and seasonal citrus. Each journalist had the chance to get behind the bar, and in the third round it was my turn to create a classic Negroni.

I measured out equal parts gin, Campari and sweet red vermouth, pouring them into a glass tumbler as Marta watched patiently. "Now, you add the orange peel," she guided me, handing over a small slice of citrus. For such a simple drink, the production was harder than expected, and my dreams of ever becoming a mixologist were quickly dashed. Once finished, Marta and I salute! and I slinked my way to the other side of the bar, where I clearly belonged. The experience itself was very much La Gemma in microcosm: playful, polished, and just intimate enough that by the end, everyone at the counter was talking like old friends.

While I can still say Florence isn’t my favorite Italian city, I can say that my stay wildly changed my previously-held beliefs. People love Florence for a reason — it’s wonderful, classy, colorful and elegant, just like La Gemma.

La Gemma Hotel Florence: What I Loved

At risk of bogging you down with more details than I already have, here is a bulleted list of things I loved about staying at La Gemma, one of the most photogenic luxury hotels in Florence.

The design: it’s truly a photographer’s dream from one colorfully curated corner to the next.
The staff: who remembered each of the many liquids I drink in the morning, including fresh juice, water and a cappuccino with almond milk, often followed by an espresso but ONLY when in Italy.
The location: could not have been better, with all the big sights (Duomo, Piazza della Repubblica, Ponte Vecchio, Uffizi and Strozzi Palace) no more than a ten‑minute walk from the entrance. We were given a deeper dive into Florence’s history with Francesco (SEE BELOW 😍) of AION Tours, who took us on a fabulous Street Food tour, weaving in Tuscan bites, wine, markets, art and his unmatched historical expertise.
The tranquility: despite being in the literal middle of it all, you could barely hear a peep at night.
The roof: there’s nothing up there except a small cushioned seat or two, but the views and the privacy more than make up for it (SEE BELOW). Plus, it’s surrounded by more vibrant rooftop bars just a few steps away.
The food: tasting menus at Luca’s Restaurant range from four to nine courses, each paired with local wines. Our six‑course experience was a highlight of the trip.
The excursions: an Italian concierge can pull whatever strings necessary to ensure your Florentine experience is above par – with that said, the private perfumery experience tops the coolest, most memorable and personalized activities in which I’ve participated in my travels. It’s pricey, but it’s more than worth the investment.

*The tour was captivating in all the ways.*

*Who doesn’t love a photoshoot on a private Florentine rooftop?*

3‑Day Florence Itinerary from La Gemma

Trip Overview – 3 Nights in Florence
Sample itinerary

Day 1 (arrival)

Check into Hotel La Gemma.
Florentine Street Cuisine tour (preferably with Francesco).
Aperitivo cocktail at Fede Cocktail Lab.
Dinner at Podere 39.

Day 2

Breakfast at the hotel.
Private perfumery experience (you’ll be surprised when you find out who the owner is!).
Lunch at The Hoxton.
Spa treatment at Allure Spa.
Aperitivo cocktail at Cosimo Rooftop Bar at The Excelsior.
Tasting menu at Luca’s Restaurant.

Day 3

Breakfast at the hotel.
Guided visit to Uffizi Gallery or private visit to Scuola del Cuoio to see leather artisans at work.
Free afternoon for shopping or wandering the Oltrarno.
Sunset drink on La Gemma’s rooftop or Kitchen & Bar at The Place.
Dinner at one of Florence’s many trattorie within walking distance of the hotel.

*The view from my window at Hotel La Gemma.*

FAQ About La Gemma Florence and This Itinerary

Is La Gemma a good luxury hotel in Florence for first-time visitors?

Yes. La Gemma is a chic luxury hotel in Florence with an unbeatable central location just steps from Piazza della Repubblica, so you can walk to the Duomo, Ponte Vecchio, the Uffizi and most major sights in under ten minutes. For a first trip, that makes it an easy, low‑stress base where you can pop back to your room between museums, meals and shopping.

What did you like most about staying at La Gemma Hotel Florence?

The design, service and sense of calm stood out the most. Every space feels carefully styled without being stiff, the staff are attentive enough to remember your morning drink order, and even though you’re in the middle of the city, the rooms stay surprisingly quiet at night.

How many days do you recommend in Florence if you’re staying at La Gemma?

I think three nights in Florence is ideal for this kind of city break. It’s enough time to see the headline sights, book a couple of special experiences like the private perfumery visit, and still have unstructured hours to wander, eat gelato and enjoy La Gemma’s bar or rooftop without rushing.

Is La Gemma Hotel Florence worth the price?

If you care about design, location and personalized service, La Gemma is worth the splurge. You’re paying for more than just a room: there’s thoughtful styling, a strong food and cocktail program, and a concierge team that can line up memorable, very “Florence” experiences you’d be unlikely to find on your own.

What is the bar and cocktail scene like at La Gemma?

The bar at La Gemma is moody, glamorous and very Florence, with a menu that goes beyond the classic Negroni. During my stay I joined a cocktail‑making class with the head mixologist, which turned into one of those easy, convivial evenings where strangers are suddenly chatting like old friends over their drinks.

Is La Gemma a good base for exploring Florence on foot?

Maybe the best. From the front door you can reach key Florence attractions, markets, boutiques and plenty of restaurants within a short walk, which means you won’t be spending much time or money on taxis. It’s especially convenient if you like to dip in and out of the city through the day rather than planning big, all‑day excursions.

Would you stay at La Gemma again on your next trip to Florence?

Yes. La Gemma completely changed the way I experienced Florence and I’d happily use it as my base again. It feels like a stylish little world of its own in the center of town, which is exactly what I want from a luxury hotel in Florence.

La Gemma Florence Review: A 3‑Day Luxury Stay in the Heart of the City