Famed café knows the value of a prime location
“Location, location, location” is a timeless reminder of how crucial a property’s setting is to its value. Having lived in New York City, I’ve seen this principle in action. The view of the Hudson River would have added $1,000 to the cost of rent for my apartment, which had a view of a wall—even though both apartments were the same size and both on the 25th floor.
This rule also applies to Caffè Florian in Venice, where not only the café’s prime location in Piazza San Marco matters, but also the seat you choose can impact the price of your coffee. A table with a view of St. Mark’s Square—whether inside or outside—is highly coveted, and you’ll pay a premium for it.
To most of the people unknown, if you choose to sit in the bar area, where you’ll have a view of the bar, the coffee costs significantly less than at the tables with a view of St. Mark’s Square. Just let the staff know you’re heading to the bar, then walk to the bar area where you can stand or sit, or take one of the velvet chairs if available. While the view is of the bar, you’re still at Florian. Be sure to visit the upstairs bathroom to admire the elegance of the building, take some photos, and enjoy the charm of the place. The waiters are kind and appreciate respectful guests, and yes, the coffee is priced lower due to the seating choice.
That said, for first-time visitors, Caffè Florian offers an experience that truly lives up to its reputation. While you may pay a premium for a table with a view of St. Mark’s Square, it’s worth every penny. Here, history is sipped with every cup, and you become part of a tradition that’s been alive for over 300 years.
Caffè Florian celebrated its 304th birthday on December 29th, making it the oldest coffeehouse in Italy and one of the most legendary in the world. Since opening in 1720, Florian has been more than just a café. It’s been a stage where history, romance, and intrigue have unfolded, all set against the enchanting backdrop of St. Mark’s Square. I’ve had the privilege of enjoying coffee there many times. I happened to be there for its 304th birthday with some dear friends—Paola, a very well-respected art expert from Florence, and Mimi, an incredible American lady who lives in a spectacular palazzo in Venice where she hosts famous guests from around the world, organizing the most amazing dinners. That moment made me realize just how extraordinary this place is and how it still serves as a meeting point for eclectic people.
Walking into Florian feels like entering a living museum of old-world charm. The gilded mirrors and frescoed walls, bathed in warm red hues, whisper stories of timeless sophistication. The impeccable service of “camerieri in livrea”—waiters in livery—elevates the experience, with waitstaff turning the simple act of serving coffee on a silver tray into a true art form, making every guest feel like royalty.
When it first opened in 1720, Florian was called “Alla Venezia Trionfante” (Venice Triumphant). Later, the café took the name of its founder, Floriano Francesconi. Locals, familiar with the owner, started referring to the café by his name, and in typical Venetian dialect—where end vowels are dropped—the name was shortened to “Florian.” This affectionate nickname became so widely used that it eventually replaced the original name entirely.
If you’re following me on social media, you know I always recommend exploring beyond Venice’s tourist spots for authentic food. The best eateries are hidden in charming streets, offering both true Venetian flavors and affordable prices. The same goes for coffee—local bars in residential areas serve excellent espresso and pastries at a fraction of the cost near the main attractions.
Venice is beautiful everywhere. Whether you’re sipping coffee, even by a small canal or enjoying a meal in a tucked-away alley, the city’s magic is all around you.
But there are places like Florian that need to be experienced, especially on your first visit to Venice. Here, history is sipped with every cup, and you become part of a tradition that’s been alive for over 300 years. The café has been a meeting place for famous historical figures, including Charles Dickens, Marcel Proust, and Lord Byron. Even Giacomo Casanova was a frequent guest, appreciating Florian’s progressive decision to allow women—a rare practice in 18th-century coffeehouses, for reasons you can easily understand.
The café was also a favorite haunt of Italy’s greatest minds. Even the great Giuseppe Verdi often visited with his lover, soprano Giuseppina Strepponi, engaging famously in many passionate debates that further enriched Florian’s history.
Used as a film set for many cult classics, including “Summertime” with Katherine Hepburn and “The Talented Mr. Ripley” with Gwyneth Paltrow and Matt Demon, and you can see people recreating that scene sometimes, Florian has cemented its place in cinematic history. I had the privilege of being part of that history in my own way. I was cast as a waiter in a movie about Giuseppe Verdi’s life and his love for Venice. My role was to serve coffee to Verdi and Giuseppina Strepponi while intercepting their heated arguments. It was an unforgettable experience—learning to balance a silver tray with poise and serving coffee as though it were a sacred ritual. During a break while the director adjusted the lights, one of the Florian waiters taught me the tricks of the trade in just 10 minutes: how to carry the tray with just three fingers and how to bow properly. It was a masterclass in elegance. By the end, my hand was sore, but I gained a deeper appreciation for the dedication and precision that make Florian what it is today—and also for the waiters, often unnoticed.
So, is it worth it to spend so much money for the location, location, location when it comes to Florian? Absolutely. Caffè Florian is more than just a café—it’s an institution. Whether you’re sipping a cappuccino at the bar or enjoying a view of St. Mark’s Square from the terrace, you’re participating in a centuries-old tradition. While I’ll always recommend seeking out Venice’s hidden gems, treating yourself to Florian is an experience you’ll treasure—and remember, the bar location is always there when you’re on a budget.
Here’s to 305 years of Caffè Florian—a place where history, culture, and the simple pleasure of a perfect cup of coffee converge in one unforgettable experience.
Giada
About Giada Valenti
Singer and songwriter Giada Valenti was born and raised in Venice, Italy. She is best known in the United States for her PBS music special From Venice with Love, which aired nationally in 2015, 2016, and 2017. In November 2017, she debuted as a headliner in Las Vegas with a concert at The Smith Center for the Performing Arts. In October 2018, she made her debut at Carnegie Hall in New York City, where she returned by popular demand in 2019. Another highlight was being asked by Andrea Bocelli to sing with him, at a concert benefitting his foundation. Her albums include And I Love You So, Italian Signorina, My Lullaby, and From Venice with Love. Giada is also a Tiramisu expert and has done cooking demos on television shows around the country making the famous Italian dessert. Giada has also been a co-host for several years for the Columbus Day Parade on ABC7 in New York.