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text Martina Olivieri

MD 2772
MD 1010 MD 1954 MD 6954
October 6, 2021

Santa Florence

Young Florentine businessman Giulio Fratini tells us about his passions and his dreams

MD 2772

How does it feel to manage some of the top names in Florence’s hospitality business?

It’s a burden of responsibility, but I’m aware that I’m fortunate enough to have a family behind me that gives me the confidence to bring my ideas to life. I studied something completely different, but I felt the need to create something that would fully meet my unconditional desire to put myself in the game.

Which projects make you proudest of your work?

The project I’m involved with to renovate the Hotel L’Orologio in Rome, the third L’O concept hotel after Florence and Venice. The building is located in Corso Vittorio Emanuele. It will also feature the clock theme, a passion I inherited from my father.  In July 2020 the Santa Cocktail Club project got of the ground, an exclusive venue in Piazza Santa Maria Novella, one of the most splendid settings in Florence. It was launched just as the pandemic exploded.  It was a difficult choice but it was right to give a strong signal. After all, we also live on dreams, and never as in that moment did we need to believe in something. We will soon be taking the idea to Rome too.

How did the idea for the Santa Cocktail Bar originate?

Egotistically, at first I wanted to create a place to have a good time for myself and for others, and which reflected my personality.  At the same time, I wanted to enhance the image of the hotel that hosts it, offering a higher level of service.

In 2020 you were included in Forbes list of most promising entrepreneurs Under 30 - what effect did it have on you?

Strange, but incredibly great! 




MD 1010 MD 1954 MD 6954

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