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How do you capture Florence’s soul, mix it with bold creativity, and share it with the world? That was our challenge - and our opportunity.
Il Prisma developed the brand narrative for W Florence as a vibrant crossroads of flavors, cultures, and fearless ideas - where Renaissance heritage meets a daring, contemporary rhythm. The positioning, Wonder Forward, is a call to curiosity and an invitation to go beyond the expected.
We built the story on four brand pillars: “Bustling Crocevia” - a crossroads of flavors and cultures, where every bite and sip sparks connection; “Breaking the Mold” - bold creativity that stands out, rethinking luxury with character and edge; “Florence Forward” - innovation and cultural energy that push the city’s story into the future; and “Hidden Layers” - secret spaces and unexpected details that reveal beauty, intimacy, and surprise.
Through these pillars, we shaped a hotel experience that is more than just a place to stay. It’s a stage for connection, a hub for creators, and a space for unexpected encounters. Every word, every image and every touchpoint was designed to spark the same energy guests feel when they step into Florence for the first time - a mix of wonder and possibility.
