ABOUT US
“When evening comes, I return home and go into my study… I step into the ancient courts of ancient men and am welcomed kindly by them. There I am not ashamed to speak with them and ask them the reason for their actions; and they, in their humanity, reply to me.”
— Niccolò Machiavelli
Forget the Postcards. Let’s Talk About the Secrets.
Most people come to Florence to see the David, cross the Ponte Vecchio, and take a photo of the Duomo. They see the marble, the gold, and the grandeur. But me? I’ve always been more interested in the shadows those monuments cast.
I’m Simon, and I’m not your average tour guide.
I don’t just memorize dates and recite textbook scripts. I am a Florentine insider obsessed with the “why” behind the “what.” I’ve spent years digging through archives, walking the cobblestones at dawn, and talking to the old artisans whose families have lived here since the Medici were in power.
My mission is to tell you what the guidebooks won’t.
While others point out the facade of a palazzo, I’ll tell you about the scandalous blood feud that paid for it. While they show you a famous painting, I’ll reveal the hidden code the artist left for his enemies.
I believe that Florence isn’t a museum—it’s a living, breathing labyrinth of mysteries, unsolved crimes, and forgotten anecdotes. Whether it’s the “wine holes” hidden in noble walls or the secret symbols tucked away in plain sight, I’m here to give you the keys to the real Renaissance city.
Why trust me?
Because I don’t just study Florence; I live it. My digital products are curated for the curious traveler and the history buff who craves authenticity over clichés. I combine rigorous historical research with the storytelling flair of a local who knows exactly where the bodies are buried (sometimes literally).
If you’re ready to look past the velvet ropes and see the Florence that belongs to the Florentines, you’re in the right place.