Massimo and Christian Benetton are investing in the hotel sector

The same commitment to historical and artistic heritage underpins the new project for the Hotel Volta dei Mercanti in Florence, which is set to open its doors in early 2027 in the heart of the city, between Piazza della Signoria, Ponte Vecchio and the Duomo. Once again, Quarta, which owns the property, and Monaco Collection, which manages it, have invested significantly in its renovation and refurbishment, to the tune of around 20 million euros. The hotel will be housed within the historic building of the former Commodities Exchange, which has stood unused for years, in an area deeply linked to the history of Florence and which, over the centuries, has been home to ancient Roman baths, medieval buildings and the historic Porta di Santa Maria. A place that preserves traces of different eras and has an indissoluble link with Florentine identity is being returned to the city through a new hospitality project.

The redevelopment of the building took shape following the initial project study, led by architect Massimo Benetton and subsequently developed in collaboration with the Milan-based practice of architect Flaviano Capriotti, with the aim of preserving and enhancing the property by giving it a new purpose and breathing new life into a site situated within one of Italia’s most valuable urban and cultural settings. The property comprises a total of 46 rooms, 7 apartments and a spectacular penthouse, all characterised by fine furnishings and an intimate, welcoming atmosphere.

“We position ourselves in the ‘four-star superior’ market segment, aiming to offer an image and a level of service on a par with a five-star hotel. Because, fundamentally, both Venice and Florence offer a level of service and attention to detail in terms of architectural design that is on a par with a five-star hotel.”

Three different projects united by a shared vision, as Christian and Massimo Benetton emphasise: ‘Redeveloping heritage means breathing new life into valuable buildings and spaces, whilst at the same time creating opportunities for the local area and the community that lives there: new jobs, greater appeal, the development of related industries and new opportunities for growth for the city and its inhabitants’. And this commitment does not end in Florence: “If we want to create a hub of historically significant properties for hotel use, we cannot help but look to Rome. The main route for cities of art is Rome–Florence–Venice, followed by Milan, Lake Garda and more, but the priority is Rome, not least because it is the ideal itinerary, particularly for foreign visitors to Italia staying for 7–10 days, who usually travel between these three cities by train. We are evaluating a number of potential properties with this aim in mind, and we hope to finalise a purchase within a year.”

Possible acquisitions are under consideration, “but we are only looking at locations where the building itself has something special to offer, as in Venice and Florence. Obviously, properties of this kind require significant capital, so if the opportunity arises, we will assess whether it is more appropriate to purchase or to manage the property”.

Today, the hotel group (i.e. Monaco Collection) generates a turnover of around 20 million euros a year, effectively from the Venice hotel alone, given that Villa Persico is closed for refurbishment and the Hotel Volta dei Mercanti is due to open in early 2027, but the target – an ambitious one, according to those directly involved – is to reach a turnover of around 25–26 million euros within two or three years.