W Hotels has officially made its debut in Florence this month, offering a new vision for modern luxury in one of Italy’s most artistic and historic cities. Following in the footsteps of W Rome, W Florence marks the brand’s second Italian property and continues Marriott Bonvoy’s expansion of its contemporary lifestyle portfolio across Europe.
The transformation of the former Grand Hotel Majestic, a 1968 landmark designed by renowned Florentine architect Lando Bartoli, has transformed a piece of the city’s history for a new generation of travellers. Now fully restored to meet LEED Gold and WELL Silver sustainability standards, the building combines its rationalist-modernist façade with interiors by AvroKO that channel the glamour of 1960s Italian fashion. Strong geometric patterns, rich colours and sculptural lighting play throughout, while a striking Adam Ellis Studio mural greets guests with a whimsical nod to Florence’s Medici heritage.
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Located on Piazza dell’Unità Italiana, just moments from the Duomo, Basilica di Santa Maria Novella and the designer boutiques of the city centre, W Florence offers a prime base for exploring Tuscany’s capital. The hotel features 119 rooms and suites, each framed by bold design details and views across the city’s rooftops and landmarks. The Penthouse, a contemporary take on the presidential suite, comes with a 140-square-metre terrace delivering panoramic vistas of St. Lorenzo Cathedral, the Duomo and the surrounding hills.
Social spaces are at the heart of W Florence. The partially covered central courtyard acts as a lively internal piazza connecting restaurants and lounges. W Lounge is the beating pulse of the hotel, where live DJ sets, crafted cocktails and Italian-influenced aperitivi flow from the dramatic 360-degree blue lava stone bar. Tratto, the signature dining venue, brings a modern interpretation of Italian cuisine from the culinary collective behind Michelin-starred Trattoria Contemporanea.
Later this summer, the rooftop Zefiro will open as a sun-drenched destination for cocktails and small bites with sweeping views of Florence’s skyline. Michelin-starred chef Akira Back will also introduce his contemporary Japanese and Korean dining experience to Tuscany, adding an international flair to the city’s culinary scene.
W Florence is designed to be both a retreat and a hub for creativity and connection. Guests can take advantage of the 24-hour FIT gym and flexible event spaces, while the rooftop garden offers a serene escape above the city. Throughout, W’s signature Whatever/Whenever service ensures a personalised and seamless stay.
