About us

Our signature cooking classes in Florence, Italy, are created and handled by Florencetown and Diadema Cooking School, both assets of WHS - Worlding Hospitality Solutions - the Italian hospitality group founded by Luca Perfetto and Urbano Brini in 2006 and joined in 2012 by Patrizio Montevecchi as partner and backer.
Florencetown Tour Operator specializes in creating and planning tours, activities, events and customized experiences in Florence and Tuscany. Offering an extensive variety of top-notch experiential activities and visits scheduled on a regular basis for each day of the year Florencetown was the first Italian Tour Operator to provide unique hands-on cooking classes in Florence and the Chianti hills and found its own Cooking School, today the Diadema Cooking School, back in 2008.

Creators of the most beloved on all cooking classes in Italy - the popular “Wanna Be Italiano” - and owners of two cooking studios in downtown Florence and one in the countryside, the WHS group also comprises the exquisite Relais Villa Olmo food&wine resort and Diadema winery in the Chianti hills. Offering a wide selection of entertaining ways to explore the cradle of the Renaissance and the Tuscan countryside, Florencetown and Diadema Cooking School specialize in providing memorable food&wine experiences and superb hands-on cooking classes in downtown Florence and in Chianti. Sip the best wines in the world in a boutique cellar, and learn to make traditional Tuscan recipes!
Authentic Tuscan hospitality, heavenly food & wine experiences, professional expertise and world-class service. That’s what the Diadema Cooking School and Florencetown are all about.

download company profile

our team

Patrizio Montevecchi

President Investor

I am Patrizio and my friends say that I know how to enjoy the good things in life. This might explain my love affair with aperitivo, motorcycles and Italian living!

Luca Perfetto

Co Founder CEO

My name is Luca. At Florencetown I've made the right mix of my passions for Tuscany, hospitality, travel and business and I couldn't ask for anything more..Beware of my deputy, Bart, he acts like a dog sometimes.. ;-)

Urbano Brini

Co Founder Marketing Director

I am Urbano. I travel the world to look for new happy clients for Florencetown. I am a spicy person, love rock'n roll and I die for coconut.

Edoardo Giacometti

REGULAR TOURS - BOOKING OFFICE MANAGER

Studied mechanical engineering. Travelled the world. Lived in the USA. Quit everything for the passion of promoting Tuscany and Florencetown

Elena Ferri

F.I.T. & SPECIAL EVENTS - HOSPITALITY MANAGER

Buongiorno from Florence! This is Elena, Hospitality Manager at Florencetown. I am here to ensure each moment you spend with us is fabulous and becomes a cherished souvenir you can treasure forever.

carlotta santi

ACCOUNTING AND FINANCIAL DEPT. MANAGER

Hi, I'm Carlotta, Accounting Department Manager. My life is a challenge between my 2 passions: family and work. They call me: Wonder Woman!

marusca Innocenti

MARKETING MANAGER

Hi I am Marusca, multitasking worker and mum. I travelled a lot and met so many people who made me open minded. Tourism is the best way to enjoy and respect the world and I try everyday to spread my passion for it.

maurizio Danti

CHIANTI DEPT & TRANSPORTATION MANAGER

I'm Maurizio, in charge of the Transportation dept. I love my work and hope never go into retirement.I like Germany, I believe I'd been German in a past life!