A new chapter in luxury hospitality has been written in the heart of Tuscany. W Hotels, part of Marriott Bonvoy’s global portfolio, has opened its newest property, W Florence, a high-octane fusion of historical charm and contemporary design. This bold addition, housed in the former Grand Hotel Majestic, marks the brand’s fourth European debut in a year, following W Prague, W Budapest, and W Rome.
A Historic Landmark Reimagined
Located steps away from Florence’s iconic Duomo and the Basilica di Santa Maria Novella, W Florence brings a dynamic energy to a city known for its timeless beauty. The hotel occupies a historic building that was originally designed in 1968 by renowned architect Lando Bartoli in the rationalist-modernist style. Now reimagined by Genius Loci Architettura (GLA), the hotel’s striking stone facade and innovative architecture have been preserved, while its interiors have been meticulously designed by AvroKO to create an atmosphere where the past and present meet in harmony.
From the moment you step inside, W Florence is a sensory journey. Upon entry, guests are greeted by a spectacular mural by Adam Ellis Studio, featuring a whimsical Florentine Babylon Garden, mixing the city’s Renaissance legacy with contemporary flair. This bold and colorful artwork sets the tone for the hotel’s dynamic design.
Design that Pops: A Playful Blend of Retro & Modern
W Florence offers 119 uniquely designed rooms and suites, each carefully curated with geometric shapes, vibrant hues, and luxurious finishes. The hotel’s design draws inspiration from Florence’s colorful history, blending materials like marble and high-end textiles with pop-culture aesthetics from Italy’s 1960s and ‘70s. The result? An effortlessly chic blend of retro and modern elements that reflect the city’s timeless style.
One standout feature is the rooftop garden—an urban oasis offering sweeping views of Florence’s iconic skyline and Tuscan hills. The perfect place for sunset cocktails or an alfresco meal, the garden invites guests to unwind in style. The hotel’s 16 suites, including a lavish Penthouse with a 140-square-meter private terrace, offer panoramic views of the Duomo and the city’s charming rooftops.
Bold Culinary Offerings
W Florence brings a fresh take on dining, with eclectic, high-energy venues that capture the spirit of the city. Tratto, the hotel’s contemporary Italian restaurant, offers an innovative twist on classic dishes with a modern edge. The restaurant draws from the culinary heritage of Italy but with a bold, experimental approach that resonates with the younger, style-conscious crowd. For those looking for a casual vibe, Tratto extends to the W Lounge and courtyard, where food, drink, and live music come together to create a lively atmosphere.
Zefiro Rooftop, opening in late summer 2025, promises to be a showstopper. Named after the Greek god of the west wind, this rooftop haven will offer panoramic views of the city’s landmarks, including the Duomo and the surrounding Tuscan hills. The space will offer craft cocktails, light bites, and regular performances from local DJs and musicians.
And for lovers of haute cuisine, Akira Back—the Michelin-starred chef’s namesake restaurant—is slated to open in late 2025. With a focus on contemporary Korean-Japanese fusion, Akira Back will push the boundaries of traditional flavors, offering a dining experience that’s as artistic as it is flavorful.
Signature W Experiences: Whatever/Whenever Service
One of W Hotels’ trademarks is its Whatever/Whenever service, which allows guests to request anything they need, any time of the day or night. Whether it’s a last-minute dinner reservation, a private tour of the city’s most exclusive spots, or a personalized spa treatment, W Florence offers an unparalleled level of service to make every stay memorable.
A Focus on Sustainability
Staying true to W Hotels’ commitment to sustainability, W Florence has achieved LEED Gold and WELL Silver certifications. The property’s eco-friendly initiatives include energy-efficient systems, waste reduction practices, and sustainable sourcing of materials. Even the hotel’s design emphasizes the use of local and natural elements, ensuring that the space resonates with both the modern traveler and the Tuscan environment.
A Destination for All: Wellness & Business
Beyond its stylish accommodations and food offerings, W Florence also caters to those who want to stay active and productive while traveling. The hotel’s FIT gym is open 24/7, equipped with state-of-the-art fitness equipment, making it easy for guests to stay in shape. The property also features flexible meeting and event spaces, with cutting-edge technology and adaptable layouts for everything from intimate business meetings to large-scale corporate conferences.
The Future of W Hotels in Europe
With the addition of W Florence, W Hotels continues to reinforce its commitment to reshaping luxury lifestyle hospitality across Europe. The opening of W Florence is not just another hotel; it’s a bold statement in a city famous for its art, fashion, and history. It’s a place where travelers can indulge in the city’s timeless charm while enjoying a fresh, vibrant take on modern Italian luxury.
Whether you’re visiting for business, leisure, or just looking to unwind, W Florence promises an unforgettable experience where history and innovation seamlessly converge.
