The transformation of Manifattura Tabacchi continued today with the opening of MOTEL.
Located in the B3 building of Florence’s former tobacco factory, the 1,500 square metre space strives to be a venue available for hire by businesses, institutions and individuals looking for an industrial setting for occasions ranging from fashion shows and film productions to exhibitions and conferences.
Visitors are welcomed by Hercules, a luminous triptych by visual artist Patrick Tuttofuoco, featuring a pair of watchful eyes alongside an orchid, symbolizing balance between masculine and feminine elements. The installation underscores the artist’s exploration of the relationship between individuals and their ability to transform the surrounding environment. The spatial design by the Florence-based studio q-bic enhances the building’s industrial character while drawing inspiration from classic American motel imagery.
Ph. @marcobadiani
Ph. @marcobadiani
Ph. @marcobadiani
Ph. @marcobadiani
Beyond its role as an event venue, MOTEL is also expected to drive cultural programming at Manifattura Tabacchi. The inaugural event, Botanica Urbana, organized with the Società Toscana di Orticultura, will take place on March 21 and 22. The two-day event will feature a plant and flower market with over 20 exhibitors from across Italy, alongside workshops and discussions exploring the relationship between nature and urban life. From June onwards, MOTEL will host Paper/Northern Lights, an installation by Gianni Pettena, curated by Davide Giannella. Originally created in 1971, the work invites visitors to physically reshape the space by cutting suspended strips of paper, transforming the environment into participatory architecture.
As Manifattura Tabacchi continues its broader regeneration, the building is set to be converted into a hotel by 2027.
