W Florence Opens in the Historic Centre, Redefining Modern Luxury in Tuscany
Florence, Italy – The iconic W Hotels brand, part of Marriott Bonvoy’s extensive global portfolio, has unveiled its latest European jewel: W Florence. Situated in the heart of Tuscany’s capital, this new lifestyle hotel redefines luxury by blending Florence’s rich Renaissance legacy with contemporary sophistication. Located on Piazza dell’Unità Italiana, just moments from the iconic Duomo, Ponte Vecchio, and Santa Maria Novella, W Florence is poised to become a vibrant cultural and social hub for both global travelers and stylish locals.
This launch further strengthens W Hotels’ presence across Europe, following successful openings in Rome, Prague, and Budapest, marking another significant chapter in the brand’s mission to revolutionize lifestyle hospitality.
An Unrivalled Location in Florence’s Cultural Heart
Florence, often called the birthplace of the Renaissance, draws millions of visitors each year with its UNESCO-listed city centre, architectural treasures, and art-filled galleries. W Florence strategically occupies the historic Grand Hotel Majestic building, an emblem of Florence’s 20th-century grandeur. Its location offers immediate access to the Cathedral of Santa Maria del Fiore, the Uffizi Gallery, and a luxury shopping district that includes renowned Italian fashion houses.
The hotel features 119 stylish guest rooms, including 16 suites and a lavish penthouse, all designed to deliver comfort, elegance, and cutting-edge style. Each space offers stunning views of the city skyline or the hotel’s courtyard, making it a perfect retreat for tourists and business travelers alike.
Architecture Meets Sustainability and Design Innovation
The transformation of the historic structure was led by Italian architectural firm Genius Loci Architettura (GLA), known for their innovative restoration of cultural landmarks. The building has been redesigned to meet LEED Gold and WELL Silver certifications, underscoring W Florence’s commitment to environmental responsibility and wellness—a rarity in Florence’s hospitality scene.
The interiors were curated by AvroKO, an award-winning design studio also behind W Prague. Drawing inspiration from 1960s and 70s Italian aesthetics, the design marries vibrant color palettes, strong geometric lines, and bold textures. The hotel’s centerpiece is a custom mural by Adam Ellis Studio, illustrating a fantastical homage to the Medici family’s exotic animal collection, tying in Florence’s illustrious past with W’s avant-garde flair.
Bold Hospitality with a Florence Twist
True to the W brand’s ethos, W Florence offers more than a stay—it delivers an experience. The W Lounge acts as the hotel’s social heart. Surrounded by lush foliage and Italian mid-century furnishings inspired by designers like Joe Colombo, the space hosts live music, DJ sets, and fashion events. The bar, crafted from blue lava stone, serves signature cocktails in a chic, high-energy setting that reflects Florence’s creative pulse.
For those seeking exclusivity, the hotel’s Penthouse Suite is a showstopper. The 140-square-meter suite boasts a private terrace with panoramic views of Florence’s rooftops and historic domes, ideal for special events or serene sunset lounging.
Culinary Adventures: A New Taste of Tuscany
Gastronomy at W Florence is bold, innovative, and rooted in Italian tradition. The hotel’s flagship dining venue, Tratto, is a modern trattoria concept helmed by a rising culinary collective with ties to a Michelin-starred restaurant in Lomazzo. Tratto reinterprets Tuscan cuisine through a contemporary lens, serving seasonal dishes crafted with local ingredients, artistic flair, and a global touch.
Guests can enjoy these culinary creations in the restaurant, courtyard, W Lounge, or via in-room dining, offering a flexible, immersive dining journey. Signature dishes and bespoke cocktails celebrate Florence’s flavors while embracing W’s trend-forward energy.
A New Era for Florence’s Hospitality Scene
The launch of W Florence signals a new direction for luxury hospitality in Tuscany. While Florence is renowned for its grand hotels and classical architecture, W introduces a vibrant, design-led experience catering to modern, experience-driven travelers.
The hotel supports the local economy by creating over 100 hospitality jobs and attracting international tourism. Its sustainability practices, cultural collaborations, and bold events calendar aim to strengthen Florence’s position as a year-round destination, beyond peak tourist seasons.
W Florence is part of Marriott Bonvoy, offering members access to exclusive benefits, from room upgrades to late checkout, while earning points that can be redeemed globally.
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Conclusion: W Florence Sets a New Standard
From its spectacular location to its avant-garde design, eclectic dining, and sustainable innovation, W Florence is set to become a landmark in Italy’s luxury hotel scene. It’s a place where history meets hedonism, where timeless Florentine culture is woven seamlessly with modern glamour.
Whether you’re a fashion-forward traveler, an art lover, or a local seeking a unique escape, W Florence invites you to experience Tuscany like never before.
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