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The essence of Luxury

THE BIRTH OF VENUS, THE ORIGIN OF OUR WORLD, THE ESSENCE OF LUXURY, AND YOU

Thou shalt have no other hotel or suite.
We’ve been searching a long time for the ideal place to host the essence of luxury, a new definition of design, hotel, and urban retreat.
And we found it.

Palazzo Todescan was designed by the architect Giovanni Paciarelli between 1901 and 1903, with an original style, capable of blending a nineteenth-century layout with the decorations and suggestions of the Art Nouveau (with precious wrought ironworks from the Officine Michelucci).

As soon as it was built it was defined by the mass as a “mortar piece of furniture”, while some, such as the famous Alfredo Melani, appreciated it for its ability to detach (finally) from the style of the fifteenth and sixteenth centuries in Florence (“it’s an audaciousness irreconcilable with the Florentine fifteenth and sixteenth centuries” he wrote).

In the heart of the historic center of Florence, surrounded by the luxury district, where the biggest international fashion brands have their stores, ETRA has given its definition of luxury. Winning the challenge of the wonderful and the confidential.

 

ETRA’s goal is to reveal the most personalized and exclusive essence of luxury.

Together with Daniela Bianchi and Alessandro Marcattilj architects from Studio AMDB, known for their ability to transform environments in comfortable contemporary art, we recognized and enhanced the past culture and history of the building while developing continuous and innovative research on pleasure.

Together with Daniela Bianchi and Alessandro Marcattilj architects from Studio AMDB, known for their ability to transform environments in comfortable contemporary art, we recognized and enhanced the past culture and history of the building while developing continuous and innovative research on pleasure.

Between innovation and design, hotel and charming residence, magic and tradition, we followed a multidimensional concept to combine the desire for an exclusive lifestyle with the welcoming sensations of a home.

With this idea, the renovation inside Palazzo Todescan revealed an unparalleled stay experience, capable of involving all five senses.

 

Each piece of furniture is characterized by a strong and excellent design component and it represents the highest masterpiece in its specific field. The iconic lamps, the innovative kitchen, the water vapor fireplaces: everything finds its perfect context in a soft and intriguing atmosphere.

We invite you to discover every secret detail like a treasure, to satisfy the desire of delight with the astounding breathtaking views, to savor every intense moment of privacy and well-being.

 

The first ETRA urban retreat is in Florence, the cradle of the Renaissance, but we cultivate the aspiration to bring our idea of hospitality to all the most prestigious destinations in the world.

So that we can offer the best possible experience wherever you are, always making you feel in the right place. Like at your home, but in another marvelous place of the world.

 

As in a boutique hotel, the inimitable architectural context can be accompanied, on request, by tailored services. Thanks to our solid network of strong relationships and business partnerships, we can answer your needs with personalized and thrilling experiences.

 

 

ETRA represents the essence of luxury because it recognizes and realizes your desires, becoming your purest expression, your essence.

THIS IS WHY ETRA IS NOT FOR EVERYONE

ETRA is for dreamers, for those who always have a desire to fulfill, for those who imagine what does not yet exist, for those who want to live a life beyond all limits.

Could it be you?

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