W Hotels, a member of Marriott Bonvoy’s extensive hotel brand portfolio, has officially opened W Florence in the historic Tuscan capital. This new establishment is located in the former Grand Hotel Majestic and revitalizes a landmark originally constructed in the rationalist-modernist style. The hotel aims to infuse Florence with a modern energy through its design, dining options, and signature Whatever/Whenever service. W Florence follows recent openings such as W Prague and W Budapest, further expanding the brand’s presence in Europe.
Situated on Piazza dell’Unità Italiana near key attractions like the Duomo and Basilica di Santa Maria Novella, W Florence offers 119 guest rooms, including 16 suites and one Penthouse. It features both indoor and outdoor spaces with a central courtyard surrounded by dining venues. A rooftop garden provides panoramic views of Florence.
“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,” said George Fleck, Senior Vice President and Global Brand Leader for W Hotels. He added that this addition embodies their commitment to delivering immersive experiences that redefine luxury lifestyle hospitality.
The building was designed by architect Lando Bartoli in 1968 and has been restored by Genius Loci Architettura to meet sustainability standards. Design firm AvroKO blended elements from the 1960s and ’70s with modern aesthetics inspired by Italian fashion. Artworks from Adam Ellis Studio are featured throughout the hotel.
The hotel’s W Lounge integrates live music with DJ sets and classic cocktails, while a central courtyard serves as an internal piazza connecting various public areas. Guest rooms feature contemporary designs with marble accents and colors inspired by Florence.
Dining options include Tratto, offering contemporary Italian cuisine; Zefiro Rooftop, providing craft cocktails and views of the city; and Akira Back, which will offer Japanese-Korean fusion dishes starting late summer 2025.
W Florence also includes a gym available 24/7 and flexible meeting spaces equipped with advanced technology for events.
For more information or bookings, visit www.wflorence.com or follow @wflorence.hotel on social media.
