Nestled in the heart of one of Europe’s most romantic cities, W Florence — highlighted in our roundup of the most exciting hotel openings for 2025 — officially welcomed guests on Tuesday.
Once the Grand Hotel Majestic, this historic landmark now features 119 guest rooms, including 16 suites and a luxurious penthouse. Located on Piazza dell’Unita Italiana, it’s just a short stroll from Florence’s iconic sights such as the Duomo, the Uffizi Galleries, and the Ponte Vecchio.
This is the second W Hotel in Italy, joining W Rome, with plans for a third property, W Sardinia — Poltu Quatu, set to open later this summer.
Related: Discover the 25 best hotels in Rome for your Italian getaway
“W Florence’s opening is a significant step in our journey, enhancing our presence in Italy and solidifying our footprint in the region,” said George Fleck, Senior Vice President and Global Brand Leader for W Hotels. “This addition embodies our commitment to delivering bold, immersive experiences that redefine luxury lifestyle hospitality. W Hotels has always celebrated creativity and culture, and W Florence truly reflects the spirit of this vibrant, fashion-forward city.”
Designed by local architect Lando Bartoli in 1968, the W Florence features a partially covered courtyard that was once a bank’s mezzanine. This area now welcomes guests with retro-inspired seating, striking checkered floors, and vibrant greenery. It serves as a central hub for accessing various dining options, including a lounge with an aperitivo table.
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Guests can enjoy contemporary Italian fare at Tratto, the second location of the Michelin-starred Trattoria contemporanea collective, or sip cocktails with a view at the Zefiro Rooftop, set to open later this summer. An Asian restaurant by chef Akira Back will also debut towards the end of summer, featuring a fusion of traditional Korean flavors and global influences.
The hotel’s interiors reflect its rich history with design elements from the 1960s and ’70s, featuring marble and brass accents. The vibrant colors of Medici red and royal blue throughout the property celebrate the essence of Florence. The highlight is the Penthouse suite, boasting a private terrace of over 1,500 square feet and a sophisticated aesthetic perfect for an urban retreat.
Nightly rates at W Florence start at 431 euros (approximately $507) or 70,000 Marriott Bonvoy points, as per a search on the hotel’s website.
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