W Florence Hotel has opened in Tuscany.
W Hotels, part of the prestigious Marriott Bonvoy portfolio, has officially unveiled W Florence, marking its exciting arrival in Tuscany’s captivating capital city.
This stunning new flagship represents the brand’s second Italian property after W Rome, injecting contemporary vibrancy into Florence’s historically rich landscape.
With its daring design, prime location, and commitment to sustainability, W Florence is poised to redefine luxury hospitality in one of Italy’s most iconic cultural hubs.
Reimagining a Historic Tuscan Landmark with Contemporary Flair
W Florence occupies the beautifully restored former Grand Hotel Majestic, a landmark rationalist-modernist building dating back to 1968 by Florentine architect Lando Bartoli. The restoration was carefully overseen by Genius Loci Architettura in collaboration with global design innovator AvroKO, who brought bold creativity balanced by respect for the building’s heritage.
This architectural gem now shines with a dramatic stone facade, bronze vertical accents, and a sleek grid of geometric windows that punctuate its imposing profile on the famous Piazza dell’Unità Italiana. The location is nothing short of spectacular—just moments from the celebrated Duomo Cathedral, the bustling Via de Tornabuoni luxury shopping street, and the city’s renowned cafes and museums.
Noteworthy is the project’s sustainability credentials, with the hotel aiming for LEED Gold and WELL Silver certifications—integrating ecological design, energy efficiency, and indoor air quality into its guest experience.
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Accommodation That Celebrates Tuscan Elegance and Bold Design
W Florence offers 119 exquisitely appointed guest rooms designed to fuse the city’s artistic heritage with the brand’s signature eclectic flair. This includes 16 suites and a magnificent penthouse suite with over 140 square meters of private terrace space offering sweeping views of the Florence skyline, including the iconic Duomo and the rolling Tuscan hills beyond.
Inside, the décor is an inspired mix of mid-century modern aesthetics and fashion-forward elements. Rich textured walls, glossy lacquer finishes, and geometric patterns frame the eclectic artworks dotted throughout the hotel. Notably, art enthusiasts will appreciate the Adam Ellis Studio mural that reimagines Florence as a fantastical Babylonian garden—paying homage to the Medici legacy with a surreal, contemporary twist.
The rooms are equipped with all modern luxuries designed for comfort and convenience—smart climate controls, mood lighting, ultra-plush bedding, and curated minibar selections, presenting a refined blend of old-world charm and cutting-edge hospitality.
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A Dynamic Culinary Journey. From Michelin-Star Italian to Innovative Fusion
W Florence elevates its guests’ sensory experience through a variety of dining venues that appeal to discerning palates.
- Tratto Restaurant: Spearheaded by the acclaimed Michelin-starred team behind Trattoria Contemporanea, Tratto brings a contemporary twist to classic Tuscan flavors. Using seasonal and locally sourced ingredients, the menu reinterprets tradition in innovative ways.
- Akira Back: Opening in late summer 2025, this exciting new venue will feature Korean-Japanese fusion cuisine by the celebrated chef Akira Back, known for his inventive culinary artistry that pushes boundaries while respecting Asian traditions.
- W Lounge: The heartbeat of the hotel’s social scene, the W Lounge masterfully blends indoor sophistication with an open-air courtyard vibe. It serves as the perfect place for vibrant cocktail culture, live music, and curated events—reflecting Florence’s dynamic creative spirit.
- Zefiro Rooftop Bar: Set to debut simultaneously with Akira Back, this rooftop venue promises panoramic skyline views paired with expertly crafted cocktails and bespoke entertainment programs—a truly unforgettable backdrop for evening gatherings.
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The Ultimate Tuscan Luxury Experience. Sustainability Meets Style
W Florence doesn’t just impress with design and gastronomy—it proudly embraces sustainability, a core pillar of modern luxury. The project incorporates eco-friendly construction methods, low-impact materials, and energy-efficient technologies throughout the building’s systems.
Guests can relax knowing their indulgence aligns with responsible travel values, from water conservation initiatives to waste reduction and green landscaping enveloping the hotel’s outdoor areas.
This commitment reinforces Florence’s status as a forward-thinking cultural capital where history and innovation coexist harmoniously—a philosophy perfectly mirrored in the hotel’s ethos.
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Exploring Florence from an Unbeatable Address
Staying at W Florence means immersing yourself fully in the city’s grandeur, culture, and lifestyle, with major attractions just steps away. Whether admiring Renaissance masterpieces at the Uffizi Gallery, wandering the medieval Ponte Vecchio, or shopping in Gucci- and Prada-lined streets, guests experience Florence with unrivalled convenience.
The hotel’s central location also makes it an excellent launchpad for excursions into the wider Tuscan countryside—renowned for vineyards, hilltop towns, and artisanal crafts—inviting travellers to curate bespoke journeys beyond the city limits.
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Why W Florence Is a Must-Experience for Luxury Travellers
With its bold architectural character, commitment to sustainability, high-end dining, and unparalleled location, W Florence stands as a new benchmark for luxury hospitality in Tuscany. It offers a uniquely energetic and creative atmosphere, appealing to travellers who value style, culture, and immersive experiences.
Whether for leisurely city breaks or culturally rich Italian adventures, the hotel embodies the vibrant spirit of Florence, promising every guest a stay to remember.
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