An idea born to tell the city’s story

FUL Magazine was born in the summer of 2011, from an idea by Ilaria Marchi and Marco Provinciali. After years of studying abroad, in Barcelona above all, both felt the urge to build something meaningful for Florence. A project that would bring together their passions for journalism, communication, and urban culture, giving a voice to a city that, according to many, had nothing new to offer.

Back then people kept saying that “there’s never anything to do in Florence”. Was that really true? No. The city was buzzing: independent publishing projects were springing up, among them Lungarno, Te la do io Firenze, Riotvan, and The Florentine. FUL’s instinct was clear from the very start: to tell Florence in an authentic, restless way, uncovering its most contemporary soul.

From the first pages to a growing project

That is how the first issue of FUL came about: a print magazine, A4, saddle-stitched, 32 pages plus cover, handed out for free in the busiest corners of the city. It was not a business venture, but a cultural one — an experiment to see what could be built.

Before long the magazine began drawing in writers, photographers, illustrators, and creatives, all eager to contribute to a new independent voice. The enthusiasm and energy of that community let FUL grow into a landmark of the Florentine cultural scene.

Going digital, and a new editorial shape

In 2016, as digital took over, FUL expanded online as well, becoming a multi-channel platform alongside the print edition. The goal? To reach a wider audience and deliver cultural coverage as it happens.

Then came 2020. The pandemic stopped everything, magazine distribution included. It was a pause, a time to think — and to change. When the world started again, FUL reinvented itself: the free press gave way to a quarterly perfect-bound magazine, 96 pages of in-depth reporting, sold in bookstores and selected spots.

More than a magazine: a cultural ecosystem

In 2021 a new editorial project arrived: Fuck – Florence Urban Cocktail & Kitchen, a magazine devoted to Florence’s eating and drinking culture. An honest journey through bars, bartenders, chefs, and food stories.

And FUL did not stop there. Over the years it has published books about Florence, exploring its many souls: from lockdown to street art, all the way to the city’s master craftsmanship. FUL is not just a magazine — it is a community, a laboratory of ideas, a meeting point for anyone who loves Florence and its creativity.

Today, Firenze Urban Lifestyle is more than a magazine: it is a cultural brand that tells the city in every one of its facets. An idea that started as a game and turned into a solid editorial reality, proving that Florence always has something to say. And we are here to say it.