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ETRA in Florence

ETRA is a fresh and innovative concept of ultra luxury hospitality, built around the idea of selective travelers pursuing a tireless quest for exclusivity. ETRA travelers at this property at First Liberty building in Florence (Via dei Pecori 3) have 3 types of ETRA suites that represent the perfect application of contemporary design and its formula to create timeless beauty with strong lines hide anything that eyes don’t want to see. Precious design objects are placed in their natural environment embracing warm colors and scenographic effects create an elegant atmosphere.


The concept of ETRA is a fresh and innovative approach to ultra luxury hospitality, built around the idea of selective travelers pursuing a tireless quest for exclusivity.


A perfect sleep is guaranteed by ETRA’s English-made mattresses with soft pillow-toppers and/ or premium natural fibers like cashmere. Further extra-comfort is provided by the finest fabrics of linens made with Percale 600 thread counts that offer a unique sensation of freshness.


With its superior spaces and elegant design, its state of the art of technologies and comforts as well as its personalized attention to travelers need, ETRA represents the most exclusive private retreat in Florence.

• Concierge and access to owners private network of partners

• Table reserved for breakfast/ dining service at our partner terrace

• Professional maid service • Nespresso • High speed WI-FI • Smart TV’s with TV sat and Netflix • Automated technology system and IOT devices • Premium Sonos sound system • Luxury toiletries by Jo Malone or Perricone • Dr. Vranjes superior ambience fragrances • In-house safe



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