Dreamer Real Estate's Vision: Florence and the Future of Luxury Real Estate

Strategies, scenarios, and projects as described by Filippo Maria Busoni, CEO of Dreamer Real Estate

Could you introduce Dreamer Real Estate and tell us where you operate?

Dreamer Real Estate is a real estate advisory and brokerage firm headquartered in Florence, specializing in the luxury segment and in the enhancement of prestigious properties. We operate nationwide, with a particularly strong foothold in Tuscany, from Florence to Chianti, Val d’Orcia, and Versilia, while maintaining an active base in Forte dei Marmi to closely follow the coastal market. We support both Italian and international clients with an approach that goes beyond traditional property transactions. Our model is fully integrated: we collaborate with legal, tax, and design professionals, as well as with an established network of architects and interior designers, to provide a complete and highly tailored service. This is combined with a strong focus on property promotion through high-quality strategies and content designed for the global market.

Filippo Maria Busoni

What is the profile of your clients today?

Our client base is international and highly diversified. It includes HNWIs and UHNWIs, second-home buyers, global nomads, luxury expats, hotel groups, hospitality investors, and family offices. These are clients who see real estate not only as a purchase, but as a strategic asset and a lifestyle choice. In recent years, we have seen a clear increase in demand from the United States, Northern Europe, and the Middle East, with buyers increasingly focused on quality, authenticity, and long-term value. In 2025, we recorded significant growth in qualified demand, which increased by more than 50%, with a particularly strong rise among high-net-worth international buyers. Requests for properties priced above €10 million more than doubled year over year, confirming the acceleration of the ultra-prime segment.

Which areas are currently attracting the greatest interest in Tuscany?

Florence remains the main hub of the high-end real estate market, with solid demand both in the historic center, for frescoed luxury apartments and historic residences, and in the surrounding hills, which are increasingly sought after for their privacy, views, and quality of life just minutes from the city. Alongside Florence, Chianti and Val d’Orcia continue to see steady growth in transactions, with an estimated increase of 12% since 2019. The Tuscan coast, meanwhile, stands out as one of the most dynamic segments. Versilia, and Forte dei Marmi in particular, have recorded growth of up to 24% over the same period, strengthening their position as preferred destinations for an international clientele focused on exclusivity and lifestyle. In this context, Florence, between the historic center and the nearby hills, remains the true center of gravity of Tuscany’s luxury market, while the coast is becoming an increasingly strategic direction for the prime and ultra-prime segments.

Apartment in the Santa Croce Neighborhood, Florence - Dreamer Real Estate

Florence: how is the market evolving?

Florence is undergoing an interesting transformation. Alongside the timeless appeal of the historic center, there is growing demand for properties renovated to modern standards, with advanced amenities, services, and comfort. At the same time, the surrounding hills are playing an increasingly important role. They offer privacy, quality of life, and privileged views over the city, making them an increasingly frequent choice among international buyers as well. The market is therefore becoming more selective. Location alone is no longer enough; what matters is the overall quality of the residential offering, from the property itself to the services available, and the asset’s ability to retain value over time.

Can you tell us about the Palazzo Indipendenza project?

Palazzo Indipendenza is a major redevelopment project in the heart of Florence, combining the historic value of the building with a contemporary residential concept. The project offers luxury residences with a strong focus on architectural quality, livable spaces, and exclusive amenities such as a wellness area and gym. It is a concrete example of how the market is evolving toward hybrid models, where real estate and hospitality are becoming increasingly integrated. Today, a prestigious residence is no longer just a property. It is a complete living experience, personalized and aligned with the expectations of an international clientele accustomed to high standards.

What are your forecasts for 2026 and beyond?

The outlook is very positive. 2026 marks the consolidation of the Italian luxury real estate market as an increasingly relevant asset class on the international stage. Throughout 2025, Dreamer Real Estate recorded a strong polarization of demand toward the high-end and ultra-prime segments: more than 25% of inquiries received were for properties valued above €5 million. At the same time, the average price of completed transactions reached €3.5 million, confirming a qualitative growth in the market and a gradual rise in the profile of buyers. These figures highlight a growing interest in prestigious properties, architectural uniqueness, privacy, and long-term asset value. Today, Italy is not only a lifestyle destination, but also a strategic market for capital preservation and portfolio diversification. Florence, Tuscany, and the leading coastal destinations will continue to be at the center of this growth, attracting an increasingly sophisticated clientele focused on quality properties with lasting value.

Dreamer Real Estate Team

What is Dreamer Real Estate’s vision for the future?

Our goal is to go beyond the transaction. We want to create complete real estate experiences, where the property is only the starting point. Today’s client is looking for an ecosystem: property, services, and territory. Our vision is built around this evolution. Florence and Tuscany provide the ideal context for developing this model, as they combine historical heritage, quality of life, international appeal, and market solidity. Growth does not always come from acceleration. Sometimes it comes from alignment: between vision, positioning, service quality, and the ability to meet the needs of an increasingly sophisticated global demand. Our role is to act as a 360-degree advisory partner, capable of enhancing each asset over time and building solid, recognizable pathways within the international market.

Dreamer Real Estate
Via Santo Spirito 11, Palazzo Frescobaldi, Florence (FI)
Tel. +39 055 0453553
E-mail: info@dreamerealestate.com
dreamerealestate.com