W Hotels has opened W Florence, marking the brand’s second property in Italy and expanding its presence in Europe. The hotel occupies the former Grand Hotel Majestic, a rationalist-modernist structure built in 1968 and reimagined as a modern lifestyle destination.
Located on Piazza dell’Unità Italiana, the 119-room hotel is close to the Duomo, Basilica di Santa Maria Novella, and Florence’s central shopping district. The property includes 16 suites and a penthouse, along with a rooftop garden offering panoramic views of the city’s architecture.
“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.”
The building, originally designed by Florentine architect Lando Bartoli, was restored by Genius Loci Architettura to meet LEED Gold and WELL Silver standards. Interiors were designed by AvroKO, drawing from 1960s and ‘70s Italian fashion and architecture.
Public spaces include W Lounge and a central courtyard designed as an internal piazza. The courtyard connects the dining venues and event areas, and can be used for fashion shows or private gatherings. W Lounge features live music, a blue lava stone bar, and retro Italian-inspired furnishings.
Guestrooms use marble and graphic patterns with a palette inspired by Florence, including Medici red and royal blue. Each room features a light installation above the bed, referencing arches seen across the city. The penthouse includes a 140-square-meter terrace with views of St. Lorenzo Cathedral and the Duomo.
Dining venues opening through summer include Tratto, Zefiro Rooftop, and Akira Back. Tratto is operated by the team behind Trattoria contemporanea in Lomazzo and offers Italian cuisine across multiple spaces, including room service. Zefiro Rooftop, named after the west wind from Greek mythology, will feature cocktails, music programming and views of the Tuscan hills. Akira Back will serve contemporary Japanese and Korean dishes and marks the Michelin-starred chef’s entry into Florence.
W Florence also includes FIT, the brand’s 24-hour gym, and flexible meeting space equipped for both small and large events.