Amsterdam, The Netherlands – European hospitality leader The Social Hub has unveiled one of Europe’s biggest rooftop gardens as it officially opens two major public parks in Florence and Rome amid ongoing plans to reimagine how hotels serve cities.
The new green spaces, designed by leading Italian landscape architect Antonio Perazzi, form the heart of The Social Hub’s recently opened developments in Florence Belfiore and Rome San Lorenzo. With a combined investment of €260 million, the projects represent one of Italy’s most ambitious private-sector urban regeneration efforts this decade.
With a 7,000-square-metre rooftop ‘sky park’ in Florence and a 10,000-square-metre ground-level park in Rome, The Social Hub offers its new spaces to the general public as part of its commitment to setting a new standard for destination hospitality, where travellers, students, professionals and locals connect side-by-side.
Florence: a green oasis in the sky for the San Jacopino district
Located in Florence’s San Jacopino neighbourhood, The Social Hub Belfiore opened in March 2025 as one of the company’s flagship urban redevelopments and bringing a much-needed green space to the area. On top of the 80,000-square-metre 4-star hotel complex sits the city’s largest rooftop terrace – a 7,000-square-metre elevated park open daily to the public and guests until midnight.
Accessible via a stunning staircase, the rooftop features event zones, playgrounds, and walking paths surrounded by 4,000 drought-resistant plants and more than 1,000 square metres of permeable surfaces. It brings both beauty and biodiversity to Florence’s skyline – reclaiming an underused site and offering a peaceful, functional public space in one of the city’s densest districts.
The rooftop also features a jaw-dropping 50m pool, lounge areas and cocktail bar for hotel guests, accessible also to locals in the evening.
Rome: reclaiming heritage with Italy’s largest urban hotel park
In Rome’s San Lorenzo district, The Social Hub has transformed the city’s former dogana [railway customs house] into a vibrant mixed-use destination, centred around a new 10,000-square-metre park – the largest open-air green space in the neighbourhood.
The Rome hub, which opened in April this year, includes a 4-star hotel, two restored heritage buildings now home to a cultural venue (opening this autumn) and Accademia Italiana’s new design school. These three spaces are connected by the public park itself, which features native plantings, integrated seating, art installations, food outlets, and a playground.
With more than 300 trees and native plants, the park is the first open-air space in the San Lorenzo area with the aim of bringing biodiversity to the heart of the capital. Inspired by the spontaneous flora of abandoned infrastructures, architects designed an arid-resistant garden to create a living, sustainable landscape that helps mitigate heat, noise, air pollution and bring a breath of fresh air to the district.
The Social Hub Rome also features a stunning rooftop cocktail bar and pool with a playfully Instagrammable ‘Rome Around the World’ slogan on its floor.
A new social impact focused hospitality blueprint
B Corp certified The Social Hub is positioning itself as a catalyst for sustainable urban transformation – both socially and environmentally. Across its Rome and Florence locations, more than 1,200 community-focused events are scheduled each year – connecting travellers with neighbours and creating dynamic spaces that evolve beyond the traditional guest experience.
Its aim is to build places that inspire connection, creativity, and purpose. These parks are physical manifestations of that goal – open, inclusive, and built to last. The company wants to create spaces that contribute to cities and the communities that live in, visit, and drive them, and these two properties show exactly what’s possible when you commit to that goal.
For more information, visitwww.thesocialhub.co.
About The Social Hub
The Social Hub is a European hospitality brand that blends traditional hotel stays with a vibrant, community-focused experience for guests, coworkers, and locals. Founded in 2012 by entrepreneur Charlie MacGregor, the company redefines the role of hotels in cities – offering spaces where people from all walks of life can learn, stay, work, & play… but more importantly, connect with each other.
Headquartered in Amsterdam and a Certified B Corporation, The Social Hub is built on a commitment to social and environmental impact. Its unique hybrid model combines premium design-led short and long-stay hotel rooms with student accommodation, coworking spaces, meeting and event facilities, restaurants and bars, 24-hour gyms, and open-to-the-public spaces like rooftops, parks, and cultural venues.
With more than 10,000 rooms across 21 hubs in Europe’s most dynamic cities – including in Amsterdam (two hubs), Barcelona, Berlin, Bologna, Delft, Eindhoven, Florence (two hubs), Glasgow, Groningen, Maastricht, Madrid, Paris, Porto, Rome, Rotterdam, San Sebastian, The Hague, Toulouse, and Vienna – The Social Hub creates inclusive environments that bring together diverse groups of people under one roof.
The Social Hub also leads a wide-ranging social impact programme, including the TSH Talent Foundation – which is supported by a pledge to donate 1% of the company’s annual global revenues – and hosts more than 6,000 community-centric events each year across Europe, helping spark new ideas and lasting connections in every city
Two new hubs are currently under development in Lisbon and Turin.
For more information, visit www.thesocialhub.co.
