W Hotels has arrived in Florence. 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 energy the Tuscan capital.
Located on Piazza dell’Unità Italiana, the hotel features 119 guestrooms, including 16 suites and one expansive Penthouse, as well as integrated indoor and outdoor spaces anchored by a central, partially covered courtyard surrounded by dining venues.
The crown jewel of the hotel is the rooftop garden, which offers panoramic views over Florence’s iconic skyline—from the Duomo to the hills of Fiesole.
A bold yet timeless design
Supreme Suite
The structure—a 1968 building with a dramatic stone façade, slit windows, and bronze vertical elements designed by Florentine architect Lando Bartolithe—has been restored and reimagined by Genius Loci Architettura (GLA) to meet LEED Gold and WELL Silver sustainability standards.
Meanwhile, AvroKO, which led the interiors of W Prague and is working on the upcoming W Hoboken, crafted an aesthetic that draws from influential Italian fashion houses and Florence’s rich design heritage. The interiors are characterized by strong geometric forms, lacquered wood finishes, metallic accents, and a vibrant color palette carried through public spaces and guestrooms.
In the lobby, a mural by London-based Adam Ellis Studio depicts a fantastical Florentine Babylon Garden featuring the exotic creatures of the Medici menagerie and modern Italian cultural references. Additional works by the studio appear throughout the hotel, adding continuity to W’s artistic DNA.
Social spaces with personality
W Lounge courtyard
The W Lounge is the energetic core of the property, integrating live music, DJ sets, and a playful take on aperitivo culture. Throughout, guests will find playful, yet luxurious furnishings—from curved velvet seating and boucle-upholstered banquettes to mirror-paneled walls that reflect and amplify the vibrant surroundings. Design cues reference Italian industrialists like Joe Colombo, while simultaneously grounding the space in a uniquely Florentine context.
Anchored by a 360-degree blue lava stone bar, the lounge seamlessly connects to an all-day dining area and opens onto the courtyard. The partially covered central courtyard—once the mezzanine level of a historic bank—has been transformed into an internal piazza, complete with retro-inspired Italian furniture, green walls, and lush botanicals.
Guestrooms at W Florence
Suite
In the guestrooms and suites, marble accents, layered textures, and bold graphic patterns create a refined yet spirited environment. A color palette of lush greens, Medici red, and royal blue draws directly from the city’s art, architecture, and natural landscape.
Above each bed, custom light fixtures inspired by famous architectural arches—like Palazzo Pitti and the Vasari Corridor—serve as sculptural centerpieces. Many rooms include floor-to-ceiling windows, private balconies, or terraces that frame views of terracotta rooftops, lively piazzas, and surrounding hills.
The Penthouse, W’s take on the presidential suite, crowns the property with a 1,500-square-foot private terrace.
Dining and wellness
Tratto restaurant
W Florence is home to Tratto, an all-day restaurant with elevated Tuscan fare and bold interiors. Two additional venues—Zefiro Rooftop and Akira Back—are set to open later this summer as well.
The hotel also features the brand’s signature gym, along with flexible meeting spaces.
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