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Travel & Hospitality | Food & Wines

The Hoxton Florence and Rome

THE HOXTON is a series of open-house hotels rooted in culture and community, with locations across the UK, Europe, and North America. Each property reflects and extends the personality of its neighborhood, drawing inspiration from the streets and people that surround it. With vibrant public spaces and innovative dining concepts, every Hoxton is as much a hub for locals as it is a destination for travelers.

In Italy, The Hoxton Rome offers a welcoming retreat in the green scenery of Parioli district. Its restaurant, Elio, celebrates Italian flavors and hospitality, becoming a lively meeting point for both Romans and international guests. The newly opened The Hoxton Florence, located in the heart of San Frediano within a charming 16th-century Renaissance building, introduces Alassio, a seafood restaurant inspired by Ligurian cuisine, and Enoteca Violetta, a relaxed neighborhood wine bar with a constantly evolving wine list paired with bold, simple dishes.

GRASSI+PARTNERS has been entrusted with building the visibility and reputation of both Roman and Florentine outposts, developing dedicated strategies for each market.
For Florence, we curated the opening communication strategy, positioning the hotel as a new urban landmark through collaborations with the local community and a curated program of events. We created tailored media kits for each outlet, from F&B to MICE, and activated a weekly engagement plan with local KOLs to boost visibility for the new dining venues.

For Rome, we focused on crafting key storytelling messages to highlight special projects and activations that could resonate with the local audience. We pitched these stories to top-tier lifestyle, food, and travel media, and organized targeted moments such as media dinners and previews with Roman KOLs, creating buzz around Elio as a new culinary reference point.

The results were significant: The Hoxton Florence was positioned among the hottest new openings in Italy for 2025, while Elio in Rome gained increased awareness and coverage in leading food publications. The collaboration with GRASSI+PARTNERS secured national visibility for the brand, reinforcing The Hoxton’s identity as a global hospitality player with a strong local soul.