Book the W Florence with VIP Benefits

Florence has long been a city where history and artistry define the atmosphere, where every corner whispers tales of the Renaissance. Yet, as global travelers seek more dynamic, design-driven experiences, the city has opened its doors to something new, something bold: W Florence. This is not just another hotel; it is Florence's first luxury lifestyle destination, an audacious blend of heritage and modernity. With its debut, Florence welcomes a fresh chapter - one where innovation meets timeless elegance.

Nestled steps away from the Basilica di Santa Maria Novella and the iconic Duomo, W Florence redefines what it means to stay in the heart of Tuscany's most celebrated city. The hotel stands as a hub for global nomads and local tastemakers, merging the city's storied cultural heritage with the unmistakable vibrancy of W Hotels' contemporary spirit. This is where history bends toward the future and where every moment is designed to surprise, delight, and inspire.

Architectural Legacy Meets Contemporary Vision

The story of W Florence begins with an architectural gem. The hotel occupies the former Grand Hotel Majestic, a striking building designed by visionary architect Lando Bartoli in 1968-69. Unlike the ornate Renaissance structures that dominate Florence, Bartoli's creation was a bold statement of rationalist-modernist design. Its geometric lines, expansive glass facades, and minimalist character defied convention, earning it a reputation as an "enfant terrible" in the city's urban landscape. Yet, its harmony with the nearby Santa Maria Novella train station marked it as a forward-thinking icon.

Today, this icon has been meticulously restored and reimagined. The exterior, now adorned with fluted detailing and sleek vertical mouldings, honors Bartoli's original vision while introducing new dimensions of texture and depth. Bronze finishes, alternating between matte and glossy, interact playfully with the Florentine light, adding a dynamic interplay of shadows. Atop it all, the illuminated W logo crowns the structure, signaling a new energy radiating over Piazza dell'Unità Italiana.

Designing for the Future with Respect for the Past

The reinvention of W Florence was no mere renovation; it was an artistic reawakening. GLA, the architecture studio leading the project, preserved the building's integrity while integrating cutting-edge sustainability measures, achieving both LEED Gold and WELL Silver certifications. Inside, AvroKO—renowned for its innovative hospitality design—crafted an interior that is equal parts heritage and modernity. From sculptural lighting installations inspired by Brunelleschi's arches to tactile velvet furnishings and bold Art Deco curves, every detail speaks of refinement infused with daring personality.

Florentine colors dominate the palette: lush greens recalling the Boboli Gardens, regal blues mirroring Renaissance skies, and Medici reds echoing the grandeur of the city's past. These tones frame spaces that are warm, bold, and unapologetically stylish. At W Florence, design is not just aesthetic—it is experiential, shaping the way guests interact with the hotel and the city beyond.

Arrival: A Journey of Discovery

The W Florence experience begins the moment guests step through its doors. Entering from Via Melarancio, visitors are greeted by an arresting wall-sized artwork by Adam Ellis, an immersive piece that weaves together Florence's cultural motifs with W's global edge. This reception area is more than a lobby; it is a curated space where Italian fashion, art, and lifestyle converge. A Florentine Babylon Garden, inspired by the Medici's menagerie of exotic animals, adds an unexpected twist, blending historical reference with contemporary imagination.

From here, the journey continues through spaces that transition effortlessly from day to night. TRATTO, the hotel's lively ground-floor venue, channels the spirit of Italian conviviality. Its design, influenced by icons like Joe Colombo, creates a stylish yet welcoming environment where guests can enjoy everything from a morning espresso to an evening aperitivo. Layered glazed artworks celebrating Florence's gelato heritage punctuate the space, inviting guests to savor the sweeter side of the city.

Social Spaces: Where Florence Comes to Life

The beating heart of W Florence is its social venues—vibrant, eclectic, and endlessly inviting. The W Lounge offers an immersive culinary experience with a distinctly Italian twist. Here, a blue lava stone bar snakes through the space, mirrored ceilings reflect the dynamic energy below, and terrazzo floors ground the scene in unmistakable Italian style. Whether enjoying Sicilian-inspired small plates or sipping crafted cocktails, guests find themselves at the intersection of culture and creativity.

Step beyond, and the Courtyard reveals itself as an urban oasis. Once a closed mezzanine of a bank, this area has been transformed into an open-air piazza where raw concrete meets glass and greenery. It is a space for lingering—perfect for afternoon conversations or evening celebrations under a canopy of modernist lighting that nods to the building's past life.

And then there is the Rooftop. A tribute to 1960s Italian charm, it is a sanctuary above the city, dressed in lush foliage reminiscent of the Boboli Gardens. From this elevated vantage point, Florence unfurls in all its splendor: the Medici Chapels, Brunelleschi's San Lorenzo, and the terracotta rooftops that define the skyline. As the sun sets, the rooftop transforms into a stage for golden-hour gatherings, where music, mixology, and magic converge.

A Culinary Destination: Akira Back

Dining at W Florence reaches new heights at Akira Back, the signature restaurant helmed by the globally acclaimed chef of the same name. Here, tradition meets innovation in a menu that blends Italian sensibilities with bold Asian influences. The design mirrors this philosophy—Palladiana terrazzo floors, soft peach plaster walls, and plush velvet seating create an atmosphere that is both warm and sophisticated. At the center, the Chef's mother's artwork anchors the space, infusing it with personal narrative and artistry.

Every detail, from the custom furniture to the dramatic lighting, celebrates craftsmanship and storytelling. Whether indulging in an intimate dinner or experiencing the full tasting journey, guests are transported into a realm where culinary artistry and design excellence intersect.

Living the W Lifestyle: Rooms and Suites

W Florence's 119 rooms and 17 suites embody the essence of the W lifestyle: chic, bold, and irresistibly comfortable. Each space is a study in contrasts—sleek yet inviting, modern yet infused with Florentine soul. Large windows flood the interiors with natural light, framing views that sweep from the lively streets to landmarks like the Medici Chapels. Balconies and terraces extend the living experience outdoors, offering guests a front-row seat to the city's theater.

Inside, the design tells a story. Sculptural light installations reinterpret Florence's iconic arches through a futuristic lens, while mandala artworks nod to the intricate marble floors of the Cappella dei Principi. Tactile fabrics, brass accents, and optical-inspired textiles create layers of texture and intrigue. And in true W fashion, each room includes a bespoke cocktail station—because every Florentine sunset deserves a perfectly mixed Negroni.

The pinnacle of this experience is the Penthouse. More than a suite, it is an urban retreat with 360-degree views, a sprawling terrace, and interiors clad in Carrara marble, travertine, and rich woods. Here, guests inhabit a space where design, luxury, and audacity meet in spectacular fashion.

Wellness and Work, Redefined

Beyond its design allure, W Florence caters to the modern traveler's lifestyle needs. FIT, the hotel's avant-garde fitness studio, is a sanctuary of movement and mindfulness. With its soft green palette, cutting-edge equipment, and mirror installations, it transforms every workout into a sensory journey.

For business travelers and creatives, the hotel's Great Room and Studios redefine meeting spaces. These are not sterile boardrooms but vibrant hubs equipped with immersive technology and infused with the energy of innovation. Here, collaboration is elevated, and every gathering becomes an opportunity for inspiration.

Sustainability and Responsibility

W Florence's bold design is matched by a commitment to environmental stewardship. The property's LEED Gold and WELL Silver certifications reflect rigorous sustainability standards, from energy efficiency to indoor air quality. Every detail, from material selection to operational practices, underscores a dedication to creating a hotel that is as responsible as it is remarkable.

Conclusion: More Than a Hotel, an Experience

W Florence is more than a place to stay—it is a destination in itself, a cultural touchstone for a new generation of travelers. It challenges conventions, celebrates creativity, and embraces the dynamism of modern luxury without losing sight of Florence's enduring legacy. From its audacious architecture to its magnetic social spaces, from culinary adventures to panoramic rooftops, W Florence invites guests to live the city like never before.

This is not just Florence reborn. This is Florence reimagined. Welcome to W Florence - where the past inspires the future, and every moment is an experience waiting to happen.