Milan is the location of choice for the sixth hotel from the Florence-based group owned by the Ferragamo family, the newest member of the Portrait Brand.
–Opening autumn 2020-
Florence, December 2018 – Lungarno Collection is delighted to announce a brand-new addition to its hotel portfolio, which currently includes four hotels in Florence and one in Rome. Over the past decade, these five jewels have achieved excellence in global luxury hospitality and are now ranked alongside the biggest international names in the business.
Having consolidated its position in the hospitality sector, the Ferragamo family’s hotel group is now poised to make its debut in Milan, in an exceptional location unfamiliar to all but a few of the city’s residents: the former Archiepiscopal Seminary at 11, Corso Venezia, with additional access from 10, Via Sant’Andrea. It is Europe’s oldest seminary, second in the world, built in 1564 in a strategic central position. This monumental building boasts an impressive baroque entrance designed in 1652 by Francesco Maria Richini, which opens onto an imposing 3,000m2 piazza framed by a double colonnaded loggia.
The restoration project will see the launch of a new Portrait, (that of Portrait Milano) expanding the company’s flagship brand to include a total of 3 hotels following Rome (14 suites) and Florence (37 suites), but much more. The huge building will also host restaurants, a shopping arcade and plenty of space for events, making it a major lifestyle hub in the heart of Milan’s fashion district.
One of the new location’s greatest attributes is that it will welcome hotel guests, visitors and residents alike, modifying pedestrian access through the fashion district by joining Corso Venezia to Via Sant’Andrea.
“We are thrilled to be involved in a project which is not only a great challenge in terms of hospitality but also a great responsibility towards Milan. It is an honor to return the building to the city in all its glory, strengthening its close historical ties,” explains Valeriano Antonioli, CEO of the Lungarno Collection group.
A crucial player in this sense was architect Michele De Lucchi’s Studio MDL practice, which Lungarno Collection commissioned for the restoration work, a project requiring extensive insight and experience. “Although it closed at the beginning of the 21st century, the seminary in Corso Venezia is an architectural jewel in our urban fabric which very few people know about. It is set to become a major destination for any visit to Milan […] not least for the architectural value of the colonnade and the Renaissance perfection of its proportions. In this magnificent architectural setting, the art of the past will blend with contemporary lifestyles,” explains Michele De Lucchi, whose ideas for the project have been clear from the outset:
Instead of dominating a historic building, a new project must bring out the hidden beauty within its ancient walls. Many buildings have been transformed and reconfigured over the years, meaning that the unifying thread of history is often broken; it must be sewn back together to restore their stylistic consistency and, more importantly, the authenticity of everything their architecture has witnessed down the centuries leading up to contemporary times.
Leonardo Ferragamo, President of the Lungarno Collection, adds: “Portrait Milano gives us the chance to bring our own special brand of hospitality to an exceptional location and a city that continues to emerge on the global stage. We will be able to introduce our guests to Milan’s incredible heritage, taking pathways which, many outstanding men have followed, investing all their energies to help make the city what it is today.”
Established in 1995, Lungarno Collection is the hotel management company owned by the Ferragamo family, with President Leonardo Ferragamo, who has transferred the same principles of style and consistency to the hospitality industry that have distinguished Salvatore Ferragamo fashion house in the world. Lungarno Collection consists of 4 luxury hotels in Florence, unique places in a privileged position around Ponte Vecchio and with panoramic city views (Hotel Lungarno, Gallery Hotel Art, Portrait Florence And Hotel Continentale) and 1 in Rome, a boutique hotel of only 14 suites in the heart of Via Condotti, a few meters from the Spanish Steps (Portrait Roma). Also, in Florence: 3 restaurants (Borgo San Jacopo Restaurant, Caffè dell’Oro and The Fusion Bar & Restaurant) and 2 bars (La Terrazza c / o Hotel Continentale and Picteau Lounge in Hotel Lungarno) and 1 spa (White Iris Beauty Spa).
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