Inside the Design of Firefly

Outdoor-driven hospitality today is moving toward experiences that feel rooted, authentic, and luxurious. With Firefly Riverbend, we set out to design a destination that embodies these trends—merging natural luxury with family-friendly adventure across a sprawling, outdoor-centric resort.

Spread along the bends of the St. Johns River, guests can choose from luxury RV sites, boutique-style glamping accommodations, all woven into a landscape that celebrates both comfort and the call of the wild. Retail, dining, and leisure zones are intentionally dispersed across the property, encouraging exploration and discovery rather than a single centralized experience.

On the banks of the lagoon, the resort’s signature spa repurposes historic camp buildings into spaces of quiet luxury. Rustic cabins are reimagined with natural materials, open-air pavilions, and outdoor terraces, creating a sanctuary where treatments flow seamlessly between water, trees, and sky. The result is a spa that blends heritage, nature, and indulgence into a uniquely Floridian experience.

The design also pays homage to the land’s heritage. A historic mill, once the lifeblood of local industry, inspired a central gathering hub where history, dining, and entertainment come together. Much like the fireflies that spark wonder along the riverbanks, this narrative thread illuminates the entire resort, grounding modern luxury in authentic Floridian character.

Firefly Riverbend proves that outdoor hospitality can be both expansive and elevated. By blending RV travel, glamping, and large-scale resort amenities, it creates an experience that’s immersive, photogenic, and deeply connected to place. This is the future of outdoor-centric hospitality: a destination that invites guests to slow down, explore, and create memories that last.