W Hotel Florence has officially opened its doors in the heart of the Renaissance city. Located on Piazza dell’Unità Italiana, just steps from the iconic Duomo and Basilica di Santa Maria Novella, this striking property transforms the former Grand Hotel Majestic into a contemporary haven that perfectly balances Florence’s artistic heritage with modern sophistication.
The 119-room hotel, featuring 16 suites and one penthouse, represents W Hotel Florence’s commitment to redefining luxury hospitality in one of the world’s most culturally rich destinations. Housed within a distinctive 1960s building designed by renowned Florentine architect Lando Bartoli, the property showcases an impressive restoration that meets LEED Gold and WELL Silver sustainability standards while preserving the building’s iconic stone facade and bronze vertical elements.
Bold design meets Florentine heritage
Award-winning design firm AvroKO has masterfully reimagined the interiors of W Hotel Florence, creating a dynamic interplay between past and present. Drawing inspiration from influential Italian fashion and 1960s nostalgia, the design features strong geometric forms and vibrant colours throughout every space. Guests are immediately captivated by a mesmerising mural from London-based Adam Ellis Studio, depicting a Florentine Babylon Garden inhabited by the exotic menagerie of the famous Medici family.
The W Lounge serves as the beating heart of the property, anchored by a partially covered central courtyard that functions as an internal piazza. This versatile space can transform from an intimate aperitivo setting to a dynamic venue for fashion shows and private events. The electrifying 360-degree blue lava stone bar creates seamless transitions from day to night, while cosy curved seating upholstered in high-quality Italian boucle and velvet adds an element of sophisticated comfort.
Each of the 119 guest rooms and suites at W Hotel Florence features marble accents and graphic patterns that showcase contemporary reinterpretations of classic materials. The colour palette draws inspiration from the surrounding city, incorporating lush greens, Medici red, and royal blues. Above every bed, striking light installations inspired by Florence’s iconic arches create dramatic focal points, while expansive windows frame captivating views of the city’s rooftops and landmarks.
Exceptional dining experiences await at W Hotel Florence
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W Hotel Florence introduces an innovative culinary journey across multiple distinct venues opening throughout the summer. Tratto offers a contemporary Italian food concept from the dynamic culinary collective behind the Michelin-starred restaurant in Lomazzo. This laidback yet bold dining experience operates across the main restaurant, bar, W Lounge, and courtyard, creating a lively environment where food, drink, and connection converge.
The highly anticipated Zefiro Rooftop, opening in late summer 2025, takes its name from the gentle west wind in Greek mythology that inspired The Birth of Venus. Perched atop the hotel and enriched by lavish greenery, this rooftop destination offers sweeping views of the Duomo, city skyline, and surrounding Tuscan hills. The venue will feature craft cocktails, small bites, and bespoke programming including pop-up pizza events and performances from local and international DJs.
Adding to the culinary excitement, Akira Back will bring its namesake Michelin-lauded chef’s bold interpretation of contemporary Japanese and Korean heritage cuisine to Tuscany. Located on the ground floor of W Hotel Florence, the restaurant will fuse traditional Korean flavours with global influences, transforming dining into a sophisticated sensory journey where innovation, flavour, and design unite.
The penthouse experience
The crown jewel of W Hotel Florence is undoubtedly the penthouse, offering guests a unique perspective of the Renaissance city. This exceptional accommodation features a 140-square-metre private terrace with panoramic views of St. Lorenzo Cathedral, the Duomo, and the entire city skyline. The penthouse exemplifies the property’s commitment to delivering extraordinary experiences that blend luxury with authentic Florentine charm.
W Hotel Florence also features the brand’s signature FIT gym, equipped with cutting-edge cardio and strength-training equipment available 24/7. Flexible meeting spaces blend contemporary design with advanced technology, making them ideal for intimate gatherings or large-scale corporate events. The property’s rooftop garden provides an additional outdoor space where guests can enjoy panoramic views over Florence’s iconic architecture.
A gateway to Florence’s cultural scene
Helen Leighton, Vice President of Luxury Brands for EMEA, emphasises that W Hotel Florence represents “the arrival of a bold and immersive hospitality experience in one of Italy’s most artistic and vibrant cities.” The property serves as a sophisticated gateway for travellers seeking to dive into Florence’s rich cultural tapestry through daring design, inventive culinary offerings, and the brand’s signature Whatever/Whenever service.
Following the recent unveiling of W Prague, W Budapest, and W Rome, W Florence reinforces the brand’s commitment to redefining luxury lifestyle hospitality across Europe. The property perfectly captures the essence of Florence while offering guests the contemporary amenities and vibrant social atmosphere that define the W Hotels experience.
