Florence is a city that does not just display history; it lives, breathes, and fiercely guards it. While the rest of the world moved on from New Year’s celebrations in January, the Tuscan capital prepares for its true beginning: the Florentine New Year (Capodanno Fiorentino) on March 25.
Staying at Loggiato dei Serviti during these days places you at the very heart of this ancient tradition, overlooking the Piazza della Santissima Annunziata, the epicenter of the city’s most soul-stirring rituals.
To understand the soul of this celebration, one must look back to the Middle Ages. Until 1750, the civil calendar of Florence did not begin on January 1st, but on March 25, the date of the Annunciation. For the deeply spiritual Florentines, this sacred event was the only logical choice to mark the start of the solar year.
Even after the Gregorian calendar was introduced in 1582, Florence proudly held onto its own timeline for another 168 years. It was only in November 1750 that Grand Duke Francesco II of Lorraine officially mandated the change. If you stroll beneath the Loggia dei Lanzi in Piazza della Signoria, you can still find the marble plaque commemorating this suppression, a silent witness to a temporal independence that Florence has never truly forgotten.
Just steps from our hotel, the Basilica of the Santissima Annunziata houses the feast’s greatest treasure: a legendary fresco of the Annunciation. Local lore recounts that the painter, Fra Bartolomeo, was unable to capture the divine grace of the Virgin’s face. When he awoke from a troubled sleep, he found the masterpiece miraculously completed by "angelic hands."
Every March 25, the Historic Parade of the Florentine Republic marches in vibrant Renaissance attire from the Palagio di Parte Guelfa to the Basilica, honoring this miraculous image.
From March 21 to 29, the city transforms into an open-air theater for the fifth edition of the Settimana del Fiorentino (Florentine Week). This is a rare invitation to discover Florence beyond the typical tourist path.
On March 23 and 24, immerse yourself in the world of high-end perfumery at AquaFlor, located in the historic Palazzo Corsini Antinori Serristori. Discover how Catherine de' Medici exported the art of perfume to Europe, and explore an "olfactory" containing hundreds of rare essences. On March 25, turn your attention to the mastery of leather at the Galleria Michelangelo in Piazza Santa Croce, hosted within the noble Palazzo Pepi. Observe the delicate techniques of Florentine leatherworking and the ancient art of book restoration.
Choosing Loggiato dei Serviti for the Florentine New Year is more than a stay; it is an immersion. Designed by Antonio da Sangallo the Elder, our residence is a masterpiece that dialogues seamlessly with Brunelleschi’s Spedale degli Innocenti.
Waking up to the sound of trumpets as the historic parade enters the square, and viewing the vibrant banners of the Republic directly from your room, is a privilege reserved for a select few. It is an invitation to inhabit the soul of Florence, wrapped in the discreet, timeless luxury of a historic palace.
As with any New Year celebration, the Florentine experience is best savored at the table. On March 24, the city comes alive with the "Widespread New Year’s Eve Dinner" in Florence's finest historic restaurants. Join the locals in tasting seasonal Tuscan delicacies and raise a glass to the arrival of spring.
Don't miss the chance to experience Florence at its most authentic and atmospheric. Secure a room overlooking history and allow yourself to be captivated by the timeless charm of the Loggiato dei Serviti.
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