ITALY | W Florence has officially opened in the Tuscan capital, housed in the historic former Grand Hotel Majestic.
W Hotels has announced the opening of W Florence, a luxurious haven in the heart of the Tuscan capital. Housed in the former Grand Hotel Majestic, W Florence breathes new life into a historic landmark built in the rationalist-modernist style, bringing a fresh, contemporary energy to Florence’s grandeur, with dynamic design, distinct dining offerings, and the brand’s signature Whatever/Whenever service. W Florence follows the recently unveiled W Prague, W Budapest, and the brand’s first Italian property, W Rome, reinforcing the brand’s commitment to redefining luxury lifestyle hospitality across Europe and around the globe.
Located in the heart of Florence on Piazza dell'Unità Italiana, steps away from the Duomo, Basilica di Santa Maria Novella, and the city centre shopping district, W Florence offers a sophisticated, exciting gateway for travellers. The hotel features 119 stylishly designed guest rooms, including 16 suites and one Penthouse, as well as seamlessly integrated indoor and outdoor spaces consisting of a central, partially covered courtyard, surrounded by bold dining venues. The crown jewel of the hotel is the rooftop garden, offering panoramic views over Florence’s iconic architecture and charming rooftops.
“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, W Hotels.
“As we continue to evolve globally, this latest addition to our brand embodies our commitment to delivering bold, immersive experiences that redefine luxury lifestyle hospitality. W Hotels has always been a brand rooted in creativity and culture, and W Florence perfectly captures the spirit of this dynamic, fashion-forward city.”
Housed in a distinctive building designed by renowned Florentine architect Lando Bartoli in 1968, with an iconic stone facade, slit windows, and bronze vertical elements, the hotel has been restored and reimaged by Italian architecture firm Genius Loci Architettura (GLA) to meet LEED Gold and WELL Silver sustainability standards. Award-winning global design firm AvroKO, which previously led the interiors of W Prague and the soon-to-be-unveiled W Hoboken, has seamlessly blended the charm of the 1960s and ‘70s with a modern, elevated aesthetic, drawing inspiration from influential Italian fashion to create a dynamic interplay between past and present. Strong geometric forms and vibrant colours are featured throughout the hotel, from the dining venues and shared spaces to the guest rooms and suites.
Guests are welcomed by a mesmerising mural created by London-based fine art and design studio Adam Ellis Studio, featuring a Florentine Babylon Garden inhabited by the exotic menagerie of the famous Florentine Medici family, simultaneously incorporating contemporary elements of Italian culture. Work from Adam Ellis Studio can also be seen at W Hotels around Europe, including W Budapest, W Prague, and W Edinburgh.
W Lounge is the beating heart of W Florence, perfectly integrating the city’s rhythm with live music with curated DJ sets and playful reinterpretations of classic cocktails. Anchored by a partially covered central courtyard, W Lounge channels 1960s nostalgia, featuring furniture and design elements inspired by Italian industrialists such as Joe Colombo. An electrifying 360-degree blue lava stone bar extends along the side of W Lounge, leading to an aperitivo table which offers tantalising food samples with an Italian influence. The bar seamlessly connects the all-day dining area and the courtyard, allowing an effortless transition from day to night. Striking geometric flooring is complemented by cosy, curved seating upholstered in high-quality Italian boucle and velvet.
The courtyard, at the centre of the hotel, serves as an internal piazza, creating a natural flow between the dining venues and public areas. Once the mezzanine of a former bank, the space has been thoughtfully transformed, featuring retro Italian-inspired seating and vibrant botanicals, including green walls and lush plants. Designed with flexibility in mind, the outdoor area can be easily transformed into a stylish venue for fashion shows, private events, or social gatherings.
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