In Florence, the 5-star W Florence hotel, with its panoramic rooftop overlooking the Duomo, has brought to the city that mix of irony, lifestyle and design that has made the W brand famous throughout the world since 1998 in New York.
A history that looks to the future
Opening in 2025 in the central Piazza dell’Unità Italiana, near Santa Maria Novella Station, and part of the Marriott Bonvoy portfolio, W Florence is housed in an imposing building, formerly home to the Grand Hotel Majestic, designed in 1968 by renowned Florentine architect Lando Bartoli.
For the interiors, award-winning international design studio AvroKO has fused the charm of the 1960s and 1970s with a refined, modern aesthetic, drawing inspiration from the world of Italian fashion and its iconic fabrics to create a dynamic dialogue between past and present.
At W Florence, comfort and fun have no timetable or boundaries: the Whatever/Whenever® philosophy is the promise to fulfill every desire.
An unconventional approach to design and the city’s history is striking from the moment you arrive at the reception, decorated with a mural by London-based Adam Ellis Studio depicting a Florentine Babylonian garden populated by exotic fauna inspired by the Medici family.
Design & Living: Rooms and Suites
The 119 rooms, including spectacular suites and a penthouse with a huge 150 square meter terrace, are designed with an eclectic twist. Above each bed, for example, a dramatic light installation inspired by iconic Florentine arches, from Palazzo Pitti to the Vasari Corridor, stands out.
Food & Drink: the convivial soul of W Florence
Like all W hotels, W Florence is designed to be a hub for the city’s social and cultural life, including for external guests. Numerous spaces are dedicated to good food and socializing:
– W Lounge and Tratto: The hotel’s focal point for sipping a cocktail, a lunch break while working remotely, or dinner in the fine-dining restaurant, open in the evenings in collaboration with the Michelin-starred Osteria Contemporanea of Como.
– Zefiro Rooftop: Open from spring 2026, this is the hotel’s panoramic restaurant and cocktail bar with spectacular views of the city’s cathedral.
– The Internal Garden: A large covered courtyard, perfect for a morning coffee or an evening aperitif.
Experiences & Lifestyle
W Florence offers a wide range of services designed for a curious and cosmopolitan clientele:
– FIT Center: a gym equipped with the latest Technogym equipment
– SPA: with a relaxation room, Turkish bath, and sauna
– Events & Music: the hotel is a cultural hub hosting live music, DJ sets, and events every evening (see the events schedule here).
One of the most vibrant and international addresses in Florence.
The Secret
W opened in 1998 in New York, precisely on the corner of 54th Street and Lexington Avenue. The idea came from Barry Sternlicht, then CEO of Starwood Hotels & Resorts (now part of the Marriott group), who recognized a new generation of travelers—creatives, young entrepreneurs, and design lovers—who sought the comfort of a five-star hotel with the energy of a private club.
Useful Info
W Florence
Via del Melarancio 1
50123 Firenze
Tel. +39 055 99466
Rooms: from 500 euro with breakfast
