W Hotels, part of Marriott Bonvoy’s portfolio of over 30 extraordinary hospitality brands, has unveiled W Florence, injecting audacious contemporary energy into the heart of Tuscany’s capital. This luxury hotel Florence meticulously revitalizes a landmark rationalist-modernist building – the former Grand Hotel Majestic – blending dynamic design, distinctive culinary offerings, and the brand’s signature Whatever/Whenever service. Its opening follows recent European debuts like W Prague, W Budapest, and W Rome, solidifying W’s commitment to redefining lifestyle luxury hospitality globally.
Strategically positioned on Piazza dell’Unità Italiana (entrance via del Melarancio), W Florence places guests moments from Florence’s iconic Duomo, the Basilica of Santa Maria Novella, and the city’s premier luxury shopping district. This location makes it a sophisticated, vibrant base for exploration. The hotel features 119 meticulously designed rooms and suites, including 16 suites and a spectacular Penthouse suite Florence, alongside integrated indoor-outdoor spaces. A highlight is the unparalleled rooftop garden Florence, offering breathtaking panoramic vistas of the city’s architectural treasures.
“This opening marks the arrival of bold, immersive hospitality in one of Italy’s most artistically vibrant cities,” stated Helen Leighton, Vice President, Luxury Brands, EMEA. “We’re eager for guests to dive into Florence’s rich cultural tapestry, amplified by W Florence’s daring design, innovative culinary offerings, and unmistakable W service.”
The transformation of this iconic 1968 building, originally designed by renowned Florentine architect Lando Bartoli and characterized by its stone facade, slit windows, and vertical bronze elements, was led by Italian studio Genius Loci Architettura (GLA). The project achieved sustainable design certifications, targeting LEED Gold and WELL Silver standards, ensuring environmental responsibility and occupant well-being. Award-winning international design studio AvroKO – known for W Prague and the upcoming W Hoboken – crafted the interiors. They masterfully fused 1960s and 1970s allure with a modern, refined aesthetic, drawing inspiration from Italian fashion to create a dynamic dialogue between past and present. Geometric forms and bold colours define the hotel, from restaurants and common areas to the guest rooms.
Guests are greeted by a hypnotic mural from London-based Adam Ellis Studio, depicting a Florentine Babylonian garden teeming with exotic fauna inspired by the Medici family, merging contemporary Italian culture with historical motifs. Adam Ellis’s work also features in W Budapest, W Prague, and W Edinburgh.
W Lounge emerges as the vibrant core of W Florence, where the city’s rhythm comes alive through live music performances, DJ sets, and creative twists on mixology classics. Anchoring the lounge is a partially covered courtyard evoking the 1960s, furnished with pieces inspired by Italian industrial design icons like Joe Colombo. A striking elliptical counter in blue lava stone runs along one side, culminating in an “aperitivo table” serving gourmet Italian-inspired bites. The bar seamlessly flows into the all-day dining area and central courtyard, ensuring a fluid transition from day to evening. Bold geometric flooring complements plush, curved seating upholstered in high-quality Italian bouclé and velvet.
The central courtyard, conceived as an internal piazza, creates a natural flow between restaurants and communal areas. Once a bank mezzanine, the space is now meticulously transformed with retro Italian-style seating, vibrant botanicals, green walls, and lush plants. Designed for maximum flexibility, it effortlessly converts into a sophisticated venue for fashion shows, private events, or social gatherings.
The 119 cutting-edge rooms and suites combine marble accents with graphic motifs, offering a contemporary reinterpretation of classic materials that balances timeless elegance with innovation. The colour palette draws directly from Florence: deep greens, Medici red, and regal blue. A dramatic light installation inspired by Florence’s iconic arches – from Palazzo Pitti to the Vasari Corridor – crowns each bed. Expansive windows, terraces, and balconies offer breathtaking glimpses of the city, from terracotta rooftops to historic monuments. The crown jewel, the Penthouse suite Florence, provides a unique vantage point via a private 140 sqm terrace boasting panoramic views encompassing the Cathedral of San Lorenzo, the Duomo, and the city skyline. All accommodations feature refined furnishings and top-tier comforts designed for ultimate guest satisfaction.
W Florence presents an unprecedented fusion of contemporary Italian cuisine and international flavours across distinct venues opening throughout summer 2025. Tratto will offer a bold yet informal contemporary Italian gastronomic concept, born from the vision of the young, dynamic Trattoria contemporanea collective. Following their success with a Michelin-starred restaurant near Lake Como, this new casual dining format celebrates rich Italian culinary traditions with a spirit of modern experimentation. Tratto will be present with a main restaurant and bar on the ground floor, in the W Lounge, the courtyard, and via in-room dining, creating a vibrant atmosphere where food, drink, and conviviality merge.
Opening late summer 2025, Zefiro Rooftop – named after the Greek mythological west wind announcing spring and inspired by Botticelli’s Birth of Venus – will be the hotel’s crowning panoramic rooftop bar Florence. Nestled atop the building amidst greenery, it captures Florence’s essence with spectacular views of the Duomo, urban skyline, and Tuscan hills. Expect signature cocktails, creative small plates, and a rich events calendar: from pizza pop-ups to weekly DJ sets and performances by local and international musicians, establishing itself as a glamorous, sun-drenched destination where classic elegance meets contemporary style.
Also arriving late summer 2025 is Akira Back Florence, bringing the bold, artistic vision of Michelin-starred chef Akira Back to Tuscany. Located on the ground floor, the restaurant will reinterpret Japanese and Korean culinary traditions with contemporary flair. Its menu promises surprise with every bite, fusing authentic Korean flavours with global influences, transforming each dinner into a refined sensory journey where innovation, taste, and design converge for an unforgettable Michelin-starred dining Florence experience. W Florence is not just a hotel; it’s a dynamic, design-forward reinterpretation of Florentine luxury.