Home » HOTEL NEWS » W Florence Opens in Heart of Tuscany Redefining Luxury with Bold Design, Exclusive Dining, and Iconic Views of Florence’s Historic Landmarks
Tuesday, July 1, 2025
W Hotels, a premier brand in Marriott Bonvoy’s impressive portfolio of over 30 top-tier hotel brands, has officially launched the highly anticipated W Florence. Located in the vibrant center of Florence, Italy, this luxurious destination takes residence in the renowned Grand Hotel Majestic, blending rich history with modern elegance. Through a transformative renovation, the hotel breathes new life into this iconic landmark, blending the timeless elegance of Florence with modern sophistication. With an innovative design, distinct dining experiences, and the brand’s renowned Whatever/Whenever service, W Florence positions itself as a beacon of luxury in the city.
Strategically located on Piazza dell’Unità Italiana, W Florence is just a stone’s throw away from Florence’s most renowned landmarks, including the Duomo, the Basilica di Santa Maria Novella, and the bustling shopping district. The hotel provides an exciting and sophisticated gateway for travelers exploring the Tuscan capital. The hotel features 119 beautifully crafted rooms, with 16 exquisite suites and an exclusive Penthouse suite. The design effortlessly combines contemporary sophistication with Florence’s classic allure, offering both indoor and outdoor areas meticulously curated to ensure a flawless guest experience. The centerpiece of the hotel is the stunning rooftop garden, offering panoramic views of the city’s iconic skyline, terracotta rooftops, and architectural landmarks.
“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,” says 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 and Timeless Design with a Historic Touch
W Florence occupies an iconic building designed by renowned Florentine architect Lando Bartoli in 1968. The hotel’s stone façade, sleek slit windows, and elegant bronze vertical elements offer a unique aesthetic that stands as a testament to the city’s architectural heritage. The building has been carefully restored and reimagined by the renowned Italian architecture firm Genius Loci Architettura (GLA), incorporating eco-friendly design features that have earned LEED Gold and WELL Silver certifications.
Renowned global design studio AvroKO has transformed the interiors, blending the distinctive aesthetics of the 1960s and 1970s with contemporary design innovations, creating a harmonious and timeless space. Vibrant geometric patterns, rich colors, and materials inspired by Italian fashion define the hotel’s interiors, creating an eclectic yet refined atmosphere. Guests are welcomed by an eye-catching mural designed by London-based Adam Ellis Studio, depicting a Florentine Babylon Garden complete with exotic creatures inspired by the famed Medici family. This artistic installation adds a contemporary twist to the hotel’s historical surroundings and complements other art pieces displayed throughout W Florence.
W Florence’s W Lounge serves as the hotel’s dynamic social center, blending the pulse of the city with live music, curated DJ sets, and inventive reinterpretations of classic cocktails. The lounge is built around a partially covered courtyard that is reminiscent of Italian piazzas, featuring striking geometric flooring, plush seating in Italian boucle and velvet, and a 360-degree blue lava stone bar. This innovative space creates a seamless connection between the hotel’s dining areas, allowing for an effortless transition from day to night.
The central courtyard serves as a flexible venue for various events, from fashion shows to private gatherings. This space, previously a mezzanine in a former bank, has been reimagined with vibrant botanicals, green walls, and lush plants, creating a stylish and lively outdoor retreat.
Exquisite Guest Rooms and Suites
W Florence boasts 119 cutting-edge guest rooms, each expertly designed to blend modern elements with traditional materials, offering a fresh take on timeless style. The color palette throughout the hotel draws inspiration from Florence itself – lush greens, Medici red, and regal blues. The rooms showcase striking marble accents and graphic patterns that balance timeless elegance with modernity. Each room is designed to evoke a sense of refined comfort, featuring expansive windows, terraces, and balconies that offer sweeping views of the city and its famous landmarks.
The hotel’s Penthouse suite offers an opulent retreat with a 140-square-meter private terrace that boasts panoramic views of Florence’s most iconic sites, including the Duomo and St. Lorenzo Cathedral. Guests can enjoy the best-in-class amenities and plush furnishings in all rooms and suites, ensuring a seamless and indulgent stay in the heart of Tuscany.
A Culinary Journey Like No Other
W Florence introduces an eclectic array of dining options that blend modern Italian flavors with international influences. The hotel’s culinary offerings will be unveiled in phases, with each restaurant bringing a unique dining experience.
Tratto, located on the ground floor, brings an innovative yet approachable take on contemporary Italian cuisine. Developed by the Michelin-starred culinary collective behind a successful restaurant near Lake Como, Tratto offers both classic and experimental dishes. This lively venue extends to the courtyard, W Lounge, and room service, creating a dynamic space where food, drink, and socializing converge.
Zefiro Rooftop, set to open in late summer 2025, offers an elevated dining experience atop the hotel with stunning views of the city’s skyline and Tuscan hills. Inspired by the Greek mythological wind Zephyros, Zefiro will feature a blend of craft cocktails, small plates, and curated events, such as pop-up pizza nights and live performances by local and international DJs.
The third dining concept, Akira Back, scheduled for a late-summer debut in 2025, brings the culinary artistry of Michelin-starred chef Akira Back to Tuscany. Akira Back’s menu combines traditional Japanese and Korean flavors with a creative, modern twist, delivering a culinary journey that merges classic techniques with bold innovation. Guests will be treated to an unforgettable dining experience at the hotel’s ground-floor restaurant, where flavors and design create a sophisticated ambiance.
Effortless Luxury and Convenience
To further elevate the guest experience, W Florence features the brand’s signature FIT gym, equipped with cutting-edge cardio and strength-training equipment. The hotel’s meeting spaces are also designed to cater to both intimate gatherings and large corporate events, offering flexible spaces that blend contemporary design with advanced technology.
With its rich design, unparalleled dining, and world-class amenities, W Florence sets a new standard for luxury hospitality in Tuscany. Whether enjoying the vibrant social spaces, indulging in exceptional cuisine, or relaxing in a lavish guest room with views of Florence’s storied past, W Florence promises an unforgettable experience for those seeking a sophisticated escape in the heart of Italy.
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