W Hotels opens W Florence in the heart of the Tuscan capital, offering travelers a blend of modern Italian design and historic elegance. The new property brings Marriott Bonvoy’s signature lifestyle luxury to Florence, redefining what visitors can expect from contemporary hospitality in one of Europe’s most celebrated cities.
Housed in the former Grand Hotel Majestic, W Florence reinvents an iconic 1968 building with a fresh energy that connects the city’s rich cultural legacy and dynamic modern aesthetics. The result is a luxurious, design-forward haven for guests seeking immersive experiences, a vibrant social scene, and unforgettable views of Florence’s storied skyline.
W Hotels opens W Florence with modern Italian design
Florence is known for its art, architecture, and enduring beauty. W Florence honors that history while introducing bold modern Italian design that feels both timeless and contemporary. The original building by architect Lando Bartoli features a distinctive stone facade, vertical bronze elements, and rationalist-modernist style, which have been carefully preserved and reimagined.
Italian architecture firm Genius Loci Architettura (GLA) oversaw the restoration, achieving LEED Gold and WELL Silver sustainability standards. This commitment to environmental responsibility highlights the brand’s dedication to future-ready hospitality. Guests can expect an experience that balances Florence’s heritage with a sleek, sustainable approach to luxury travel.
Upon arrival, visitors are greeted by a striking mural created by Adam Ellis Studio. The artwork depicts a Florentine Babylon Garden, inspired by the exotic animals of the Medici family while incorporating modern Italian cultural elements. This immersive visual introduction sets the tone for the sophisticated, layered design found throughout the hotel.
Stylish guest rooms and historic views
W Florence offers 119 guest rooms, including 16 suites and an impressive Penthouse, all designed to provide guests with an elevated stay. The interiors, developed by award-winning firm AvroKO, showcase a rich color palette inspired by Florence itself, featuring lush greens, Medici reds, and royal blues. Marble accents and graphic patterns evoke a contemporary reinterpretation of classic Italian materials.
Above every bed, dramatic light installations reflect the city’s famous arches, from Palazzo Pitti to the Vasari Corridor. Expansive windows, terraces, and balconies invite natural light and frame stunning views of Florence’s rooftops, historic streets, and landmarks. The Penthouse suite boasts a 140-square-meter private terrace with panoramic views of the Duomo, St. Lorenzo Cathedral, and the iconic skyline.
Every room emphasizes both comfort and innovation, offering plush furnishings, intuitive amenities, and best-in-class technology. Guests are promised a seamless, indulgent experience that reflects both the city’s timeless appeal and W Hotels’ modern luxury ethos.
Dynamic dining and social spaces
W Florence delivers an eclectic culinary journey across multiple venues, each offering a distinct blend of Italian tradition and international flair. Tratto, the hotel’s signature dining concept, is led by the Michelin-starred culinary collective behind Trattoria contemporanea. Guests can expect a laidback yet refined experience that celebrates authentic Italian flavors while encouraging modern experimentation.
Tratto operates across the main restaurant, W Lounge, the courtyard, and room service, creating a lively, connected dining environment. Meanwhile, Zefiro Rooftop, opening in late summer 2025, will provide guests with breathtaking views of the Duomo and Tuscan hills. Inspired by the gentle west wind from Botticelli’s The Birth of Venus, Zefiro promises craft cocktails, small bites, and live performances from local and international DJs and musicians, delivering an elevated, sun-drenched social experience.
Also opening in late summer 2025, Akira Back will introduce the Michelin-starred chef’s artistic interpretation of contemporary Japanese and Korean cuisine to Florence. Fusing traditional flavors with global influences, the restaurant will transform dining into a sophisticated, sensory adventure, adding yet another layer to W Florence’s diverse culinary offerings.
Immersive amenities and flexible spaces
At the heart of W Florence is W Lounge, designed to reflect Florence’s creative spirit with live music, DJ sets, and playful takes on classic cocktails. Anchored by a 360-degree blue lava stone bar and a partially covered central courtyard, W Lounge channels 1960s nostalgia with a contemporary twist. Comfortable seating, vibrant botanicals, and striking geometric flooring create a dynamic space for socializing from day to night.
The courtyard acts as an internal piazza, thoughtfully transformed from the mezzanine of a former bank into an adaptable venue for fashion shows, private events, and social gatherings. Retro-inspired Italian seating and lush plant life make the space feel both elegant and inviting, offering a natural flow between dining venues and public areas.
Guests also have access to FIT, W Hotels’ signature 24/7 gym, complete with cutting-edge cardio and strength-training equipment. Flexible meeting spaces throughout the property combine contemporary design with advanced technology, making W Florence an ideal destination for both intimate gatherings and large-scale corporate events. Every detail supports a seamless experience for travelers seeking luxury, convenience, and authenticity in the heart of Florence.
