THE FUSE

After seven decades of welcoming guests in Florence, Rome and Fiesole, FH55 Hotels, the Innocenti family’s hotel group, has unveiled a new identity. The rebrand is less about a logo than a statement of intent: one name that binds four very different addresses, and a definition of luxury built on warmth rather than display. It is also a useful lesson in how heritage houses stay relevant without giving up what made them worth visiting in the first place.