Florentine luxury hospitality has long been the exclusive sanctuary of Renaissance palaces and period decors preserved with deference. The opening of W Florence in the summer of 2025 has shaken up the traditional codes of the Tuscan capital by introducing a bold modernist aesthetic just steps away from the Santa Maria Novella Basilica and the Duomo.
In brief
- Establishment: W Florence (Marriott International)
- Location: Piazza dell’Unità Italiana, Florence, Italy
- Capacity: 119 rooms including 16 suites and 1 Penthouse
- Architecture & Design: Genius Loci Architettura (GLA) and AvroKO
- Culinary offering: Tratto by Trattoria Contemporanea, Zefiro Rooftop and Akira Back
A rationalist metamorphosis by Genius Loci and AvroKO
Located on the Piazza dell’Unità Italiana, the establishment has breathed new life into the former Grand Hotel Majestic, an iconic rationalist building designed in 1968 by architect Lando Bartoli. The complete restoration of the structure was led by the Genius Loci Architettura (GLA) agency, which successfully preserved the uniqueness of the stone façades and bronze verticals while aligning the building with the most rigorous ecological standards, crowned by LEED Gold and WELL Silver certifications.
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The interior design by AvroKO pays tribute to 1960s Italian design and haute couture, creating a striking visual bridge between past and modernity. In the public areas, graphic patterns dialogue with a bespoke mural by Adam Ellis Studio, featuring an exotic Medici-inspired menagerie within a reimagined Babylonian garden.
The opening of W Florence marks the arrival of a bold hotel experience and
« The opening of W Florence marks the arrival of a bold and immersive hotel experience in the heart of one of Italy’s most artistic and vibrant cities. »
Rooms and suites: Florentine elegance reinterpreted
The hotel features 119 keys, including 16 spacious suites and an exclusive Penthouse. The interior decoration highlights noble materials, combining graphic marbles, Italian velvets, and textured bouclé fabrics. The colour palette draws directly from the visual identity of the Tuscan city, featuring shades of Medici red, royal blue, and deep greens.
The hotel’s Penthouse is distinguished by a spectacular 140-square-metre private panoramic terrace, offering a direct view of Brunelleschi’s dome, the San Lorenzo Cathedral, and the rolling horizon of the Tuscan countryside.
A diverse gastronomic scene in the heart of the city
Dining constitutes one of the major pillars of the W Florence experience, offered through three distinct concepts open from morning until the heart of the night.
Tratto: the contemporary trattoria and the W Lounge
The Tratto restaurant was developed in collaboration with the dynamic Trattoria Contemporanea collective, already awarded a Michelin star in Lombardy. Located on the ground floor and connected to the central patio, this concept revisits transalpine classics with creativity. The adjacent W Lounge is centred around an imposing circular blue lava stone bar, designed to celebrate the aperitivo ritual to the rhythm of a curated musical programme.
Zefiro Rooftop: cocktails and panorama over the Duomo
Perched at the top of the building, Zefiro Rooftop pays tribute to Botticelli’s The Birth of Venus in a spectacular green setting. This festive outdoor venue offers a selection of sophisticated cocktails, gourmet bites, and DJ sets overlooking the historic rooftops of Florence.
Akira Back Florence: high-flying Japanese-Korean cuisine
The Akira Back restaurant brings the innovative fusion cuisine of the eponymous Michelin-starred chef to Tuscany, blending Korean roots, Japanese techniques, and cosmopolitan influences in an immersive setting on the ground floor of the establishment.
Living spaces and well-being
The interior central patio, set on the mezzanine of a former banking institution, serves as a contemporary and modular piazza, capable of hosting fashion shows and private receptions. For fitness enthusiasts, the FIT gym remains accessible 24/7 with the latest generation of cardio and weight training equipment, complemented by versatile meeting rooms equipped with the latest connected technologies.
Our take
Following the successful arrival of W Hotels in Rome, Budapest, and Prague, this Florentine address confirms the brand’s strategic evolution towards a more mature lifestyle luxury rooted in its location. W Florence provides a refreshing and relaxed alternative to the classic hotel offering of the city of the Medici, brilliantly proving that 1960s modernist design has its place in one of the world’s historic art capitals.
Practical information about W Florence
- Address: Piazza dell’Unità Italiana, 50123 Florence, Italy
- Official website: wflorence.com
