With over three decades of experience in the food and hospitality industry, Fran Berger has built a career around good taste. Following many successful years as the founder of The Farm of Beverly Hills, the legendary entertainer is now leveraging her expertise to curate her own exclusive marketplace that showcases a globally sourced selection of luxury home-entertaining essentials, alongside offerings from her own collection.
Here, Fran shares how Italy is a quintessential part of that vision.
What drew you to this locale originally? What have you come to appreciate about it the most over the years?
Italy has always been my happy place with its phenomenal nature, cuisine and art. Florence is the absolute quintessential Italian city and the heart of Tuscany, my favorite region. The local wines, the food, the medieval architecture and the stunning natural surrounds, the hillsides and orchards, the majestic sunsets, truly inspire me again and again. I now have friends there and still discover something new to experience every time I go. For an ancient city, it’s very much alive!
How do you begin planning excursions?
First, I look at my calendar and see how long I can be gone! I love my life and everyday routine in California, but I always get itchy for a trip. Once I determine how long it’s been since I’ve traveled to Tuscany and Florence in particular, then I’ll decide what I want to revisit and what I haven’t yet seen. For example, there are so many incredible wineries that are still on my excursion list, as I always want to do a full tasting experience with food to get a true understanding of the wine. A really great incentive to keep going back…
What does a typical day on one of your trips look like?
Every day starts with an early rise and breakfast, as I can’t do anything without food. After my morning latte, I like to hit the art galleries and museums before the crowds descend. I then mix in some stops for food – I love all the cured meats and fresh cheeses of the region – and typically find myself shopping by the end of the day. I always leave room for walking and discovering the smaller streets, seeing where the old labyrinth stone paths lead. And no day is complete without an aperitivo at a local bar to close out the afternoon activities and have a respite before the evening’s festa.
Where would you recommend travelers stay?
I love historical buildings, places with designs that are rich with story and the passage of time. There’s no better way to truly experience the energy and feel of the city than to be surrounded by structures that have withstood eras with frescos and gorgeous stonework to admire. The St. Regis is in an old palazzo and simply stunning. I also adore the Helvetia and Bristol, not as old but still old school and timeless. The rooms are artfully cool, and the location is right in the center of it all.
What should lovers of design and architecture be sure to see when they visit this destination?
Certainly the basilicas, most notably The Basilica of San Lorenzo with the Medici Chapels, have such quiet yet remarkable beauty in their original 4th-century design, and the Basilica di Santa Maria del Fiore (The Duomo) is just awe-inspiring in its magnitude both inside and out. The Great Synagogue in the Jewish quarter of Florence is also a must, with its Moresque style of art and architecture and unique history.
What are some locations you would recommend for shopping for objects, furnishings, textiles, etc.?
Florence is like a life-sized candy shop of all things alluringly delicious that you want to bring home! The fragrance house Aqua Flor is full of distinctive objects and architectural wonderment. If you plan ahead, you can do a private session with a nose to create a personalized scent as a most memorable souvenir. Officina Profumo-Farmaceutica di Santa Maria Novella is a fun, magical trip back in time as the world’s oldest pharmacy filled with everything from fragrances, body lotions, soaps, candles and its historic apothecary. For fashion, Via de’ Tornabuoni has every luxury designer imaginable, and the Gucci Garden immersive capsule museum (akin to the YSL one in Paris) is a short walk away at the historic Palazzo della Mercanzia in Piazza della Signoria. The Ginori 1735 Firenze flagship store is a haven of elegant, handcrafted Italian porcelain designs in the most beautiful setting, and Mario Luca Giusti offers an unexpected modern take on classic Italian glassware and tabletop designs in premium acrylic and melamine for every day (I carry this line in my shop!). Giulio Giannini e Figlio is a pretty visit into the artisanal craft of handmade paper, leather goods and bookbinding.
What are some locations that have your favorite local cuisine?
I eat everywhere, and everywhere is molto buono. I will say the best gelato is at Gelateria Badiani, where you must try the pistachio. Ciblèo is a culinary delight with a real intimate feel (only 20 seats) and highly creative, seasonal plates in a unique fusion of Tuscan and Asian traditions. Sabatini is a destination Florentine restaurant renowned for its local cuisine and my definitive stop every trip for Carpaccio Chianina, Bistecca alla Fiorentina, and a big bowl of fabulous pasta.
How does this destination influence you as a designer?
Beyond the art history and abundance of creativity, I’m most influenced and inspired by the intention behind everything in this city. The choice of materials, the lines, the colors, the silhouettes, the craftsmanship, both heritage and of today, everything is full of story and a real zest for life. What’s not to love?
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