W Hotels Mark Milestone with Opening in Florence
by Marsha Mowers
The brand’s second Italian property is set to become a vibrant social destination in the center of the artistic Renaissance city.
W Hotels has opened the W Florence, a 119 room hotel that marks a milestone in strengthening the brand in Europe.
Located in the heart of Florence on Piazza dell’Unità Italiana, steps away from the Duomo, Basilica di Santa Maria Novella, and the city center shopping district, the hotel is the site of the former Grand Hotel Majestic and follows recent openings of W Prague, W Budapest, and their first Italy property, W Rome.
“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,” says 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.”
The hotel’s rooms include 16 suites and one Penthouse, as well as seamlessly integrated indoor and outdoor spaces consisting of a central, partially covered courtyard, surrounded by dining venues. The crown jewel of the hotel is the rooftop garden, offering panoramic views over Florence’s iconic architecture and charming rooftops.
The Penthouse, the hotel’s take on a presidential suite, offers a unique viewpoint of the city, with a 140-square-meter private terrace boasting panoramic views of St. Lorenzo Cathedral, the Duomo, and the city skyline. All guest rooms and suites offer plush furnishings and best-in-class amenities, designed to deliver a seamless and indulgent stay.
Dining wise, Tratto restaurant offers a “bold contemporary Italian food concept” while the brand’s signature W Lounge will offer live music, DJs and playful cocktails. Opening in late 2025 are the Zefiro Rooftop, the hotel’s rooftop restaurant overlooking the city, and Akira Back, a Michelin-starred chef’s interpretation on Japanese and Korean cuisine in Tuscany.
W Hotels, part of Marriott Bonvoy’s portfolio of over 30 extraordinary hotel brands, the property also has the brand’s signature full-service, 24/7 gym and offers space for small private events to large-scale corporate events.
