W Hotels has officially opened W Florence, introducing a vibrant new social destination in the center of Florence and marking the brand’s second property in Italy. Housed in the historic former Grand Hotel Majestic, the new hotel blends contemporary design with the city’s Renaissance spirit, offering a modern gateway to Florence’s dynamic cultural scene.
A New Era for Florence’s Hospitality Scene
Located on Piazza dell’Unità Italiana—just steps from the Duomo, Basilica di Santa Maria Novella, and Florence’s bustling shopping district—W Florence is set to become a hub for travelers and locals alike. The hotel features 119 stylish guest rooms, including 16 suites and a penthouse, all surrounded by seamlessly integrated indoor and outdoor spaces. The crown jewel is the rooftop garden, boasting panoramic views of Florence’s iconic architecture and rooftops.
“The opening of W Florence marks another significant milestone in W Hotels journey, deepening our presence in Italy and strengthening our footprint across the region,” said George Fleck, Senior Vice President and Global Brand Leader, W Hotels. “As we continue to evolve globally, this latest addition to our brand embodies our commitment to delivering bold, immersive experiences that redefine luxury lifestyle hospitality. W Hotels has always been a brand rooted in creativity and culture, and W Florence perfectly captures the spirit of this dynamic, fashion-forward city.”
Bold, Timeless Design
The hotel is housed in a distinctive building designed by renowned Florentine architect Lando Bartoli in 1968. Its iconic stone facade, slit windows, and bronze vertical elements have been restored and reimagined by Genius Loci Architettura (GLA) to meet LEED Gold and WELL Silver sustainability standards. Award-winning design firm AvroKO has blended the charm of the 1960s and ’70s with a modern aesthetic, drawing inspiration from influential Italian fashion to create a dynamic interplay between past and present.
Upon arrival, guests are greeted by a mesmerizing mural from Adam Ellis Studio, featuring a Florentine Babylon Garden inhabited by the Medici family’s exotic menagerie and contemporary elements of Italian culture. Adam Ellis Studio’s work can also be seen at other W Hotels across Europe, including W Budapest and W Prague.
Social Spaces and Culinary Experiences
At the heart of W Florence is the W Lounge, a lively gathering place that integrates the city’s rhythm with live music, curated DJ sets, and playful reinterpretations of classic cocktails. Anchored by a partially covered central courtyard, the W Lounge channels 1960s nostalgia with furniture inspired by Italian industrialists like Joe Colombo. A striking blue lava stone bar extends along the lounge, leading to an aperitivo table offering tantalizing Italian-inspired food samples.
The 119 guest rooms and suites feature marble accents and graphic patterns, offering a contemporary reinterpretation of classic materials. The color palette—lush greens, Medici red, and royal blues—draws inspiration from Florence itself. Above each bed, a dramatic light installation echoes the city’s iconic arches, while expansive windows and terraces frame captivating city views.
A Culinary Journey Through Florence and Beyond
W Florence offers a blend of modern Italian cuisine and international fare across several venues:
- Tratto: This contemporary Italian restaurant, from the culinary collective behind the Michelin-starred Trattoria contemporanea in Lomazzo, brings bold flavors and modern experimentation to the hotel’s main restaurant, bar, W Lounge, courtyard, and room service.
- W Lounge: The social heart of the hotel, featuring live music, curated cocktails, and a vibrant ambiance.
- Zefiro Rooftop: Opening in late summer 2025, this rooftop restaurant will offer craft cocktails, small bites, and sweeping views of the Duomo and Tuscan hills, along with pop-up pizza events and performances from local and international DJs.
- Akira Back: Also opening in late summer 2025, this restaurant brings Michelin-starred chef Akira Back’s bold take on Japanese and Korean cuisine to Florence, offering a sophisticated sensory journey.
Wellness and Events
Guests can stay active at FIT, the brand’s signature gym, which is open 24/7 and equipped with state-of-the-art cardio and strength-training equipment. Flexible meeting spaces blend contemporary design with advanced technology, suitable for everything from intimate gatherings to large corporate events.
Experience the W Florence Difference
W Florence embodies the W Hotels brand’s commitment to creativity, culture, and bold design, offering a fresh take on luxury hospitality in one of Europe’s most beloved cities. As part of Marriott Bonvoy, guests enjoy exclusive benefits and access to a global portfolio of over 30 brands.
