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Travel & Hospitality | Food & Wines

The Place Firenze

THE PLACE FLORENCE is the evolution of J.K. Place Firenze, an established icon of international hospitality that underwent a complete rebranding led by its original Florentine owners. In 2019, GRASSI+PARTNERS was appointed as Lead Agency for the project, managing the entire rebranding process: from brand design and content to press & PR and digital activities, both in Italy and internationally.

The goal was to create a sophisticated new hospitality brand, capable of engaging a discerning post-pandemic audience through unique values, exclusive positioning, and meaningful experiences. Alongside the launch of the new identity, GRASSI+PARTNERS developed The Place of Wonders Fund, an innovative initiative supporting artisans of excellence and promoting hidden treasures of Florence — a distinctive expression of the hotel’s mission to exceed guest expectations.

Our work focused on curating and coordinating the full rebranding strategy, selecting the creative and strategic partners, and acting as project managers throughout the process. We designed an “unveiling strategy” to generate curiosity and anticipation ahead of the launch, while also training staff through dedicated coaching sessions on brand values to ensure consistency across all touchpoints.

The official launch has been supported by a strong media push, targeting top-tier hospitality, design, and lifestyle publications in Italy and abroad. We organized exclusive press trips and experiences, allowing journalists and influencers to immerse themselves in the spirit of the new brand.
The project achieved extensive coverage in leading print and digital outlets, drawing international attention to The Place’s new positioning. Influencers amplified the message through curated experiences, ensuring excellent online visibility. Today, The Place Florence stands as an undisputed hotspot in the city, deeply rooted in the cultural fabric of Florence and internationally recognized as a symbol of refined hospitality.