New Opening: W Florence
The property adds to W Hotels’ recent European expansion.
Tratto restaurant at W Florence. Photo: Marriott
W Hotels has just opened W Florence, the luxury brand’s second property in Italy following the opening of W Rome in December 2021.
W Florence is housed in the former Grand Hotel Majestic, a historic landmark building on Piazza dell’Unità Italiana. It is part of W Hotels’ recent European expansion, joining the recently opened W Prague and W Budapest.
“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 at 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.”
W Florence features 119 guestrooms, including 16 suites and a Penthouse. The design incorporates marble accents and graphic patterns, blending timeless and contemporary elements. The color scheme pairs the blues, greens, and reds of the city, and frames the real city views with expansive windows, terraces, and balconies.
The hotel centers around a partially covered courtyard and prizes the rooftop garden as its crown jewel. The W Lounge is also a hotel hotspot, offering live music with DJ sets and new takes on classic cocktails. The lounge’s 360-degree blue lava stone bar extends to the courtyard and restaurants, connecting the indoor and outdoor spaces.
Tratto is the hotel’s laid-back, Italian restaurants. There will be two more restaurants opening later this summer: Zefiro Rooftop, which will offer small bites, cocktails, pop-up pizza stations, and more, and Akira Back, which will serve Japanese and Korean fusion cuisine. The hotel also features W Hotel’s signature FIT gym and Whatever/Whenever service.
