W Hotels has officially opened the doors to its latest European flagship—W Florence—bringing its high-energy design ethos and signature lifestyle programming to the Tuscan capital. Located in the heart of the city on Piazza dell’Unità Italiana, the newly transformed property occupies the historic Grand Hotel Majestic, infusing Florence’s Renaissance spirit with W’s unapologetically contemporary attitude.
With 119 rooms, including 16 suites and a rooftop Penthouse with panoramic views of the Duomo, W Florence stands as a bold yet respectful reinterpretation of Italian style. This is the brand’s second property in Italy, following W Rome, and continues Marriott Bonvoy’s expansion of experiential luxury destinations across Europe.
Originally designed in 1968 by renowned architect Lando Bartoli, the building is a study in rationalist-modernist form—defined by its stone façade, bronze-lined vertical windows, and distinct geometric silhouettes. The restoration, led by Italian firm Genius Loci Architettura in collaboration with global design house AvroKO, was completed with sustainability at its core. The project now meets LEED Gold and WELL Silver standards, reflecting a fusion of historic preservation and contemporary environmental stewardship.
Design elements nod to Italian fashion and mid-century industrialism, with dramatic geometric flooring, velvet boucle seating, and lighting installations that echo Florence’s iconic arches. The entrance sets the tone with a mural by Adam Ellis Studio—an abstract Babylon Garden inhabited by the exotic creatures once kept by the Medici family, reimagined through a 21st-century lens.
Anchored by a central, partially covered courtyard, W Florence’s social heart is the W Lounge, a high-style gathering space with live DJ sets, blue lava stone bar, and a curated menu of aperitivi and small bites. The lounge transitions effortlessly from daytime espresso to late-night cocktails, while the surrounding courtyard functions as both tranquil piazza and event-ready venue—equally suited for a fashion show or an intimate dinner under the stars.
The mezzanine, once a banking hall, has been transformed into a lush social terrace, filled with retro furniture, vertical gardens, and flexible configurations to suit the moment.
Each of the 119 guest rooms—including the expansive Penthouse suite—has been designed with intentional flair. A rich palette of Medici red, emerald green, and sapphire blue sets the tone, complemented by marble accents and statement lighting inspired by Florence’s historic structures.
Terraces and balconies open to sweeping city views, offering perspectives over landmarks like the Duomo and San Lorenzo Cathedral. The Penthouse, with its 140-square-meter private terrace, provides one of the most breathtaking views available anywhere in the city.
W Florence introduces three unique culinary venues, each with a distinct point of view.
Tratto, launching across multiple touchpoints within the hotel, offers a modern twist on Italian dining led by the Michelin-starred Trattoria contemporanea collective. Their approach, rooted in authenticity and curiosity, creates a dynamic atmosphere where regional tradition meets youthful experimentation.
Opening later this summer, Zefiro Rooftop promises to be one of Florence’s most coveted sunset spots. Named for the gentle west wind that inspired Botticelli’s Birth of Venus, Zefiro will host DJ sets, pop-up pizza nights, and a cocktail menu designed for lingering long after dusk.
On the ground floor, Akira Back Florence—also slated for a late summer debut—marks the Michelin-starred chef’s entry into Tuscany. Known for fusing Korean flavors with global technique, Back’s newest location will offer a bold sensory experience that transcends cultural boundaries.
As with all W Hotels, the experience extends beyond design. Guests have access to FIT, the brand’s signature gym concept, available 24/7 and equipped with the latest in cardio and strength equipment. Flexible meeting and event spaces round out the offering, making W Florence as ideal for creative summits as it is for weekend escapes.
“W Florence perfectly captures the spirit of this dynamic, fashion-forward city. It’s a milestone for our evolution and a statement of how we continue to redefine luxury hospitality through creativity, culture, and design."George Fleck, Senior Vice President and Global Brand Leader of W Hotels
With its prime location, architectural pedigree, and distinct sense of place, W Florence is poised to become a cultural nexus for global travelers and locals alike.