W Hotels opened W Florence in the heart of the Tuscan capital, converting the former Grand Hotel Majestic into a luxury lifestyle property with 119 guestrooms and suites.
The hotel occupies a building designed by Florentine architect Lando Bartoli in 1968 on Piazza dell'Unita Italiana, steps from the Duomo and Basilica di Santa Maria Novella. Italian architecture firm Genius Loci Architettura restored the property to meet LEED Gold and WELL Silver sustainability standards.
W Florence features 119 guestrooms, including 16 suites and one penthouse with a 140-square-meter private terrace offering views of St. Lorenzo Cathedral, the Duomo and city skyline.
Global design firm AvroKO created the hotel's interiors, blending 1960s and '70s aesthetics with modern elements inspired by Italian fashion. The property includes a central courtyard, rooftop garden and W Lounge with a 360-degree blue lava stone bar.
The hotel will offer three dining venues opening throughout the summer. Tratto, operated by culinary collective Trattoria contemporanea, serves contemporary Italian cuisine on the ground floor. The collective operates a Michelin-starred restaurant in Lomazzo near Lake Como.
The hotel's design is inspired by Italy in the 1960s and '70s.
Credit: 2025 W FlorenceZefiro Rooftop will open in late summer 2025 on the hotel's top floor with views of the Duomo and Tuscan hills. The venue will serve craft cocktails and small plates with programming including pop-up pizza events and performances by local and international DJs. Akira Back, also opening in late summer 2025, will bring the Michelin-starred chef's contemporary Japanese and Korean cuisine to the ground floor location.
"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 for W Hotels.
W Florence is the brand's second property in Italy following W Rome.
Editor's Note: This article was generated by AI, based on a press release distributed by W Hotels. It was fact-checked and reviewed by a TravelAge West editor.
