Belmond is bringing collective healing to Tuscany’s most coveted hilltop town with a dedicated wellness retreat centered on group meditation. Beginning this September, the storied Italian hospitality group will run the Belmond Florence wellness retreat at a sacred site in the hills of Fiesole, just above Florence. The program marks a shift in how legacy luxury properties are approaching wellness: less spa-centric detox, more spiritually intentional immersion. The retreat taps into the region’s long history as a pilgrimage destination and meditation hub, positioning the experience as something closer to a restorative journey than a conventional resort add-on.
The retreat is anchored by JJ Martin, the creative force behind LaDoubleJ, the Florence-based fashion and design brand known for its maximalist, art-world ethos. Martin’s involvement signals Belmond’s commitment to embedding local creative voices into the wellness narrative, rather than importing generic international wellness influencers. Her participation suggests the retreat will blend spiritual practice with aesthetic intention, likely weaving together movement, meditation, and the kind of deliberate beauty that defines the LaDoubleJ universe. The collaboration points toward a broader trend where luxury hospitality is seeking out collaborators with genuine cultural roots and artistic credibility.
Details on pricing, duration, and accommodation specifics haven’t yet been announced, but the September launch positions the Belmond Florence wellness retreat as an autumn play, capturing travelers looking to ground themselves as the season shifts. Belmond properties across Florence will likely integrate into the offering, giving participants access to the group’s restaurants, spa facilities, and private spaces between meditation sessions. For those accustomed to flying in search of transformative experiences, this retreat signals a maturation in how luxury hospitality brands are approaching wellness with authenticity and artistic intention.
