Set in the heart of one of the most romantic cities in Europe, the W Florence — featured on our list of the most exciting hotel openings for 2025 — officially opened its doors on Tuesday.
The historic property, formerly the Grand Hotel Majestic, now houses 119 guest rooms, including 16 suites and a penthouse, according to Marriott. The highly anticipated addition to Florence, Italy’s hotel scene sits on Piazza dell’Unita Italiana, just a short walk from many of the city’s most famous landmarks, including its Duomo, the Uffizi Galleries and the Ponte Vecchio.
The property is the second W Hotel in Italy, joining the W Rome. The brand plans to open a third property, the W Sardinia — Poltu Quatu, later this summer.
Related: The 25 best hotels in Rome to book for your Italian holiday
“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,” George Fleck, the senior vice president and global brand leader for W Hotels, said in a statement. “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 historic building originally designed by local architect Lando Bartoli in 1968, the W Florence features a partially covered courtyard that once functioned as the mezzanine of a former bank. The unique space now welcomes guests with retro-inspired seating, bold checkered flooring and lush greenery, and serves as a central area where guests can access several of the hotel’s dining venues, including the lounge (which is complete with an aperitivo table).
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Additionally, guests will be able to feast on contemporary Italian bites at Tratto, the second outpost of the Michelin-starred Trattoria contemporanea collective, as well as enjoy cocktails with a view at Zefiro Rooftop (which is slated to open later this summer). The property will also welcome an Asian restaurant from chef Akira Back in late summer that focuses on mixing “traditional Korean flavours with global influences.”
The hotel’s history shines through in each of its rooms thanks to 1960s- and ’70s-inspired design elements like marble and brass accents, while the city itself is celebrated throughout the property with a bold color palette of Medici red and royal blues. The hotel’s piece de resistance is the Penthouse suite, which wows with a more than 1,500-square-foot private terrace and a moody aesthetic for the perfect city escape.
Nightly rates for the W Florence start at 431 euros (about $507) or 70,000 Marriott Bonvoy points, according to a search on the hotel’s website.
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