La Réserve makes its Italian debut
With the opening of La Réserve Firenze, Michel Reybier continues to develop a hospitality collection focused on intimate hotels and private residences.
According to the group, the Florence property joins a portfolio that now comprises four hotels and seven private residences worldwide.
Unlike a traditional hotel, La Réserve Firenze operates as a collection of private residences, combining the independence of an apartment with individually tailored hotel services.
This configuration caters to guests seeking greater space, privacy and flexibility while retaining a high standard of service.
The property is located at 6 Via Santo Spirito, in the Oltrarno district on the south bank of the River Arno, close to Palazzo Pitti, Ponte Vecchio and Via Tornabuoni.
Palazzo Segni: a heritage property acquired in 2022
The new address occupies Palazzo Segni, a 15th-century Florentine building acquired in 2022 by Olivia and Grégory Marciano, who have been based in Florence since 2019.
The real estate project centres on preserving the building’s architectural identity while adapting its interiors to the contemporary requirements of luxury accommodation.
The four-year restoration, led by interior design studio Gilles & Boissier, has notably encompassed historic frescoes, coffered ceilings and traditional terracotta floors.
Siena travertine, preserved architectural features and artworks from the owners’ personal collection contribute to the property’s heritage-led positioning.
The project illustrates an approach to real estate value creation based on restoring a historic building rather than developing substantial hotel accommodation capacity.
The acquisition price, refurbishment budget and commercial arrangements between the owners and La Réserve have not been disclosed.
Six apartments ranging from 180 to 210 sq m
La Réserve Firenze comprises six apartments ranging from 180 to 210 sq m, with configurations offering between one and three bedrooms.
Each unit has been designed as an independent residence, providing living spaces suited to private stays.
Residents also have access to several shared facilities: a lounge, a games room with a billiards table, a library dedicated to Italy, art and design, a fitness room and a shaded patio.
The service offering includes a dedicated housekeeper and personalised assistance from a house manager.
In-apartment dining is provided by Camillo, a local Florentine trattoria associated with the project.
This operating model enables La Réserve to deliver a hotel-style experience without necessarily replicating the full range of facilities found in a traditional palace hotel.
A hospitality model built around personalised services
The guest experience draws on Florence’s cultural and architectural heritage.
The house manager assists residents in arranging activities such as private tours, wine tastings, cooking workshops and mixology sessions.
Guests can also play tennis at the owners’ estate, set among olive trees.
This approach prioritises access to local experiences and the personalisation of each stay.
It is consistent with La Réserve’s established positioning, developed since 2003 under Michel Reybier’s leadership, combining intimacy, heritage and high-end services.
A selective development strategy
With just six apartments, La Réserve Firenze does not follow an accommodation volume-driven growth strategy.
Its strategic value lies instead in the quality of its location, the distinctive character of the real estate asset and the brand’s ability to deliver a premium residential hospitality experience.
This model also enables La Réserve to extend its geographical presence through heritage properties that may not necessarily be suited to conventional hotel operations.
The Florence opening therefore reinforces the role of serviced private residences within the collection’s development strategy.
However, the company has not disclosed the investment committed, accommodation rates or financial performance targets for the new property.
LTH Analysis | Private residences as an alternative to traditional luxury hotels
The opening of La Réserve Firenze illustrates a trend within ultra-luxury hospitality: creating value from heritage real estate assets through exceptionally small-scale residential formats. For a brand such as La Réserve, this approach enables it to strengthen its presence in major international destinations without necessarily committing the capital or infrastructure required for a traditional hotel. However, the model depends on a demanding economic balance: six apartments must contribute towards the maintenance costs of a historic building and the provision of highly personalised services. Value creation will therefore depend on sustaining premium rates, optimising length of stay and retaining an international clientele with substantial purchasing power. In this respect, Florence represents a particularly relevant market for an offering that combines heritage, privacy and bespoke hospitality.
At a Glance
Opening: La Réserve Firenze opened on 16 October 2026, marking the brand’s first Italian address.
Location: Palazzo Segni, Via Santo Spirito 6, Florence, in the historic Oltrarno district.
Accommodation: Six serviced private apartments, ranging from 180 to 210 sq m, with one to three bedrooms.
Ownership: The palazzo was acquired in 2022 by Olivia and Grégory Marciano.
Design: Four-year restoration led by interior architects Gilles & Boissier.
Services: Dedicated housekeeping, personalised concierge experiences and in-apartment dining provided by local trattoria Camillo.
Portfolio: La Réserve reports four hotels and seven private residences worldwide.
Investment disclosure: Acquisition price, renovation budget and operating arrangements have not been disclosed.
