Ferragamo Group is not only synonymous with excellence in luxury fashion, especially leatherwear, but also the development of luxury hotels through the creation of a dedicated hotel collection brand in 1995, known today as the Lungarno Collection. In 2006, the company officially opened an ultra-luxury hotel sub-brand, Portrait Roma, which was followed by Portrait Firenze. The third Portrait branded luxury boutique hotel is currently under construction in Milan. This will be the seventh luxury hotel property.
Throughout its history, the company which was founded in 1928, has become known for innovative designs and use of materials. From the very beginning, the luxury DNA pillars of the Ferragamo brand were anchored in the finest quality, exceptional aesthetics and innovation. Beyond any features, Ferragamo shoes have always been recognised for their comfort, an element of simplicity rooted in ultimate craftsmanship such as similarly calibre brands Hermes or Loro Piana.
During his time in California, Salvatore Ferragamo studied anatomy to make shoes which were more comfortable. Notable innovations include the wedge heel, the shell-shaped sole, the ‘invisible’ sandal, metal heels and soles, the 18-carat gold sandal, the sock-shoe, sculpture heels, and the gloved arch shoe created for the Maharani of Cooch Behar in 1938. Metal-reinforced stiletto heels were made famous by Marilyn Monroe. The company is also known for the ‘Gancini’ decoration, the ‘Vara’ patent ballet pump, the Salvatore bag and the use of patchwork.
For the luxury hotels, the recipe of success was driven by ultimate sophistication through simplicity, adding humbleness, in a way, achieving recognition and success without utilising the prestige of the Ferragamo brand. Portrait Roma is strategically located within the Ferragamo building on Via Condotti, with a private rooftop terrace and dining with its spectacular, one-of-a-kind 360 degree views of Rome – translating what Portrait stands for, which is picture-perfect views of the iconic city.
The only subtle references to Ferragamo are ‘limited’ to inspirational quotes by Salvatore Ferragamo placed on back-lit boxes or suggestive iconic shoe pieces in glass enclosed tower displays, but without the logo of Ferragamo or even the mention of the name. Even the selection of books throughout the hotels, is made attentively – the. biggest selection is at the rooftop terrace space but also at the Front Office desk.
With so many luxury hotels reopening across Europe after their closure during the Covid-19 pandemic, yet facing major challenges, Portrait Roma is even more firmly established as the finest luxury boutique hotels in Rome – flawlessly and effortlessly implementing the most strict hygiene measures for the ultimate protection of its staff and guests.
With a spotless product, the hotel boasts some of the most comfortable beds in luxury hospitality, not to mention ‘basics’ such as sound-proofing, high water pressure, silent AC etc. Often, luxury hotels insist on how regularly / consistently they maintain their product – I would invite the most demanding guests to observe the smallest details.
From the moment of accessing its very discreet door entrance on a lateral small pedestrian street off Via Condotti, one could not feel more special or welcome. The otherwise closed closed door is a major safety feature which nowadays has even more significance. Despite the ongoing hardships of the pandemic context, staff would go out of their way to provide the highest quality service standards. One would also be impressed by the privacy and discreetness, which blend with a genuine family-like authentic warmth.
In all humbleness, I could not be more impressed when staff would mention how grateful and blessed they are to be part of the Ferragamo family who is now showing their incredible care for its staff. More than ever, the pandemic is proving that true luxury can only be achieved by consistent financial investments and a long term approach. The splendidly maintained product feels incredibly fresh and clean, conveying a feeling of safety which we all yearn for during these times, but not only.
Even the strictly implemented Covid-19 measures on dining are almost unfelt, the most simple dishes exuding perfection in quality and the manner in which they are so carefully provided. Restrictions such as mini-bars which must be empty on arrivals or the ban of any paper printed menus are made even easier with a sophisticated dedicated App which is both available on the personal smartphone for any guest but also on the smartphone which is available in each room for free of use.
Peninsula Hotels’ free-of-charge international (long distance) phone calls (through VPN) are made available by the hotel without necessarily utilising a dedicated mobile number (ex Whatsapp). Door can be easily and effortlessly opened with a simple touch on the phone, with no need of a physical key or plastic card which would otherwise require disinfection each time they are used.
It is only with hard-work and dedication from both the owners and the staff, that genuine care will shine through and overcome all hardships.
I could not feel more grateful and blessed to even briefly feel special and so well taken care of – a privilege and an opportunity to tell the world about how Italy is recovering and ready to welcome the most discerning international guests
Stay Safe – CPP Original
Besides the extensive hygiene and safety rules which hotels and other venues must implement and maintain re-enforced, guests also have their share of responsibilities
- wear a mask while in indoor public spaces – this also refers to a lobby or lounge area, where one guest may be alone at one time with one staff or with another guest
- disinfect your hands with a disinfectant which contains minimum 70% alcohol – keep your hands away from your face, even if you may apply make-up or remove make-up, as well as any cosmetic product such as moisturiser creams
- before or after applying the disinfectant, make sure you also wash your hands with a soap (soap ingredient, not organic based)
- shower whenever you are back to your room – ideally after any schedule you may have
- do not leave or throw away your own used face-covering (unless sealed) or glasses (any type) – make sure you dispose of them in a plastic bag or a bin with a closable lid
- make sure you observe the briefing conducted by hotel staff at check-in or even during your stay – no more late check-out in smaller properties, knowing that your room requires at least one day between guests
- do your very best to limit the use of the air-conditioning whenever windows permit safe opening – weather permitting too; you may even leave your windows open
- do not expect staff to enter your room to simply bring you a left-behind item
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