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Jan 13, 2026 - Dec 31, 2026
Jan 12, 2026 - Dec 31, 2026
Jan 12, 2026 - Dec 31, 2026
The Deluxe Room offers a calm and stylish space for relaxation and comfort. It spans 24 square meters, providing enough room for up to two...
The Deluxe Balcony Room offers a calm space for up to two guests. It measures 25 square meters, providing just enough room for comfort and...
The Superior Room offers a bright and inviting retreat for modern travelers seeking comfort. It measures 30 square meters, providing generous space for relaxation. Guests...
The Premier Balcony Room offers comfort and elegance in every detail. It measures 33 square meters, providing ample space for two guests. The room includes...
The Deluxe Junior Suite offers a stylish 36-square-meter retreat designed for relaxation. It welcomes guests with a refined atmosphere and warm contemporary décor. The suite...
The Superior Junior Suite provides a serene and inviting space for two guests. It measures 42 square meters, providing them with ample space to feel...
The Premier Junior Suite welcomes guests with calm and timeless elegance. It offers 33 square meters of thoughtfully arranged space for up to two people....
The Urban Junior Suite offers a calm space with modern comfort and style. It spans 54 square meters, providing ample space to move around. Guests...
The Supreme Suite welcomes guests with unmatched elegance and generous space for pure comfort. It offers eighty-three square meters of luxurious design, perfect for two...
The Signature Penthouse Suite delivers exceptional elegance and comfort for those who want the best. It spans 115 square meters, providing generous space for relaxation...
W Florence brings a sharp, design-led hotel mood to the center of Florence, on Piazza dell'Unita Italiana near Santa Maria Novella. The hotel occupies the former Grand Hotel Majestic, a 1968 building by Florentine architect Lando Bartoli. It is now a contemporary urban address with 119 rooms and suites. It stands apart from the city's Renaissance palaces, yet it stays connected to Florence through art, fashion, food, and street life.
The location is practical and immediate. Santa Maria Novella station is close by, the Basilica di Santa Maria Novella sits around the corner, and the Duomo, San Lorenzo, the Medici Chapels, and the main shopping streets are all within an easy walk. This is Florence at close range, with arrival points, churches, cafes, galleries, and leather shops layered around the hotel.
W Florence is not trying to be a quiet historic retreat. It is a lifestyle hotel with color, music, design, and social energy. That makes it a different kind of Florence stay: central, polished, and more interested in the city's current creative life than in a purely old-world mood.
Piazza dell'Unita Italiana places the hotel between Florence's railway arrival point and its historic heart. Guests can step out toward Santa Maria Novella, walk to the Duomo, continue to Piazza della Signoria, or cross toward the Arno and Oltrarno. The city is compact from this address. Short stays feel easy. The area has a useful mix of movement and history. The train station brings energy and convenience, while the surrounding streets lead quickly into churches, chapels, museums, trattorias, and artisan shops. Florence can feel intense in peak season, but this location keeps key routes simple. The hotel also works well for travelers arriving by rail or planning day trips in Tuscany. From Santa Maria Novella, connections to Bologna, Rome, Milan, Pisa, and regional towns are straightforward. That practical edge is part of the appeal.
The building gives W Florence its strongest architectural identity. In a city known for medieval stone and Renaissance proportion, the former Grand Hotel Majestic brings a rare modernist note. Lando Bartoli's 1968 structure has a different language: vertical lines, stone surfaces, narrow windows, and a confident urban presence. The transformation keeps that 20th-century character visible while warming the interiors. The hotel does not disguise the building as a palazzo. Instead, it uses the contrast between modernist form and historic Florence as part of its personality. This gives the property a more specific identity. Inside, AvroKO's design looks toward the 1960s and 1970s. Curved forms, bold colors, glossy surfaces, patterned details, and Italian fashion references shape the mood. The result is theatrical, but not random. It plays with Florence as a place of makers, image, craft, and display.
The 119 rooms and suites at W Florence combine modern comfort with playful retro detail. Expect strong colors, sculptural furniture, layered fabrics, statement lighting, and references to Florentine visual culture. The rooms are less restrained than many classic hotels in the city, which is central to the W approach. Several rooms look across the surrounding streets and rooftops, while suites add more space and a stronger sense of occasion. The best layouts balance the hotel's bold design with practical comfort: good lighting, seating, storage, large beds, and bathrooms made for a short city stay or a longer design-focused visit. The room experience suits travelers who enjoy a hotel with a visible point of view. W Florence is not neutral. It uses color, pattern, and shape to create a mood that feels closer to fashion, nightlife, and contemporary design than to traditional Florentine formality.
The W Lounge is the hotel's social core. It moves through the day from coffee and casual meetings to aperitivo, cocktails, music, and a stronger evening pulse. A blue lava stone bar, curved seating, mirrored details, and Italian-inspired materials give the room a clear identity. The courtyard adds a rare open-air layer in the center of the city. Set within the former bank structure, it feels like a private urban piazza, with greenery, seating, and space for events or quieter pauses. Together, the lounge and courtyard make the hotel feel connected to Florence's social rhythm rather than sealed away from it. This is where the hotel will appeal most to guests who want atmosphere. The public spaces are made to be used, not only passed through. They suit cocktails, conversation, people-watching, and the livelier side of a Florence stay.
Zefiro Rooftop gives W Florence one of its strongest city moments. Open seasonally, it looks across Florence from Santa Maria Novella toward the Duomo, rooftops, domes, and bell towers. The name refers to Zephyrus, the west wind. The reference fits a city filled with art and mythology. The rooftop is designed for cocktails, small plates, music, and warm evenings above the streets. It gives the hotel a different view of Florence, less monumental and more cinematic. From above, the city becomes a field of terracotta, stone, church towers, and changing Tuscan light. For a hotel with such a social identity, the rooftop matters. It turns the property into an evening address as well as a place to sleep. It also gives guests a reason to stay on property after a day of museums and walking.
Dining at W Florence reflects the hotel's international and Italian mix. Tratto brings a contemporary take on Italian cooking, while the hotel's bars and rooftop add lighter food, cocktails, and a more informal rhythm. The dining rooms are part of the design story, with color, texture, and lighting carrying as much presence as the menus. The surrounding neighborhood adds another layer. Florence is full of trattorias, wine bars, bakeries, gelaterias, and small restaurants, and many are close enough for spontaneous plans. The hotel works well as a base for both in-house evenings and wider food-led wandering through the city. The culinary mood is less about ceremony than pace. Breakfast before the Duomo, a drink after shopping, dinner with friends, and a final rooftop view all fit the property's rhythm.
W Florence suits travelers who want the city with a contemporary edge. It is close to the station, the Duomo, Santa Maria Novella, and the main cultural routes, but its character comes from design, music, social spaces, and a modernist building that refuses to disappear into the past. The hotel works best for guests who want Florence to feel alive now, not only preserved. It gives the city a brighter, louder, more playful frame, while keeping the art, architecture, shopping, and food of the historic center just outside the door.
119
Trendy
Fitness Center
Sauna
Culture
City Vibe
Wheelchair Accessible
Connecting Rooms
Stay steps from Florence’s iconic sights like the Duomo, Uffizi, and Ponte Vecchio. Enjoy quick, easy access to the airport for stress-free travel.
Enjoy Akira Back’s Asian restaurant, where Korean flavors meet global tastes. Fresh, creative dishes that make every bite exciting.
Sip refreshing cocktails at Zefiro Rooftop while soaking in stunning city views. A perfect spot for sunsets, city lights, and great moments.
Piazza Dell'Unita Italiana 4/B, Reception Entrance Florence 50123 IT ITALY, Italy
Yes. W Florence is a strong choice for travelers who want a bold lifestyle hotel in the historic center of Florence. It suits couples, design lovers, food travelers, weekend guests, and visitors who want rooftop views, dining, and easy landmark access.
The hotel is on Piazza dell'Unita Italiana, close to Santa Maria Novella and the main train station. This location works well for guests who want the Duomo, Medici Chapels, shopping streets, restaurants, museums, and trains nearby.
W Florence has 119 rooms and suites, including 16 suites and a penthouse. The size gives the hotel a lively boutique feel while still giving guests several room styles for couples, friends, and longer city stays.
Rooms and suites are colorful, modern, and design-led, with Florentine references, marble details, bold lighting, and city views in selected categories. They are best for travelers who want a playful Florence hotel rather than a quiet classic palace mood.
Yes. Zefiro Rooftop gives guests open-air drinks, food, entertainment, and views across Florence. It is especially relevant for sunset, Duomo views, pre-dinner drinks, and a social evening without leaving the hotel.
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