W Florence
Retro-futurist Italian glam meets W Hotels social energy. Think 1970s colour, terrazzo, optical patterns, and a lobby mural of the Medici menagerie painted by London studio Adam Ellis. The vibe is cocktail-forward and design-obsessed — more private club than grand hotel.
Book a Signature Suite to receive the curated Domenico Orefice leather bag keepsake plus a €100 dining credit per stay
Why It Matters
Florence's first W Hotels property — and only the second in Italy after W Rome. It occupies a landmark 1968 building sitting right on Piazza dell'Unità Italiana, a five-minute walk from the Duomo and steps from Santa Maria Novella station. The Zefiro Rooftop delivers unobstructed Duomo views. Akira Back (Michelin-starred chef) operates the signature evening restaurant on-site. The building meets LEED Gold and WELL Silver standards — rare for a new luxury opening in a historic Italian city centre.
W Florence opened in July 2025 inside the former Grand Hotel Majestic, a 1968 rationalist-modernist building designed by Florentine architect Lando Bartoli. Award-winning firm AvroKO overhauled the interiors with bold geometric forms, Medici-red and royal-blue palettes, and lush botanicals — a deliberate contrast to the Renaissance grandeur everywhere outside the door. The building itself was restored by Genius Loci Architettura to LEED Gold and WELL Silver sustainability standards, so it's not just a pretty face.
Where You'll Stay
9 room types available
Deluxe Balcony Room
Same Deluxe category but with a private balcony — a meaningful upgrade in Florence. Table and chairs on the balcony, city-facing views. Bold W design interior with marble bath.
1 King
Deluxe King Blue Room
Same footprint as the standard Deluxe King but with a distinctly royal-blue colour palette — one of the signature colour stories pulled from Florence's artistic history. Same marble bath and signature W bed.
1 KingDeluxe King Room
Entry-level category at W Florence. Graphic patterns, Medici-inspired colour palette, the signature W bed, and in-room minibar (called the Mix Bar here). Some configurations include a window bench seat with city views. Marble-accented bathroom with walk-in shower.
1 KingDeluxe Twin Room
Twin configuration of the Deluxe category. Same bold design language with blue accents and minibar. Useful for friends or colleagues sharing.
2 TwinPenthouse Suite
The top of the hotel — literally and figuratively. 115 sqm indoors plus a 140 sqm private terrace with panoramic Duomo and Cappelle Medicee views, sunbeds, and a dining table for eight. Inside: Cotto di Impruneta flooring nodding to the Duomo itself, Carrara marble, travertine, rich wood, marble bar, prep kitchen, and dressing room. The bathroom has a round bathtub and couple's walk-in shower. W calls the minibar a 'cocktail station' here — that tells you the tone.
1 King · 115 sqmPremier Room with Terrace
Premium rooms with a private terrace complete with table and seating — a cut above the balcony rooms. The terrace is generously sized for a city hotel. Marble bathroom vanity with walk-in shower.
1 KingSuperior Room
A step up from Deluxe, with more space and refined finishing. Seating area with table, full marble bathroom. Light installation above the bed inspired by Florence's iconic arches.
1 KingSupreme Suite
Set on the 4th floor with generous city views and private balcony. The suite has a large separate living room with a marble dining table that seats six — genuinely useful for hosting. A Florentine wine window is a charming local detail. Dressing room, guest powder room, fireplace feature, and spacious bathroom with both shower and freestanding bathtub round it out.
1 King · 83 sqmUrban Suite
Entry-level Signature Suite on the first floor. Private balcony brings in natural light and city views. Separate dressing and make-up room adds real residential feel. Artificial fireplace, spacious bathroom with both walk-in shower and bathtub. A genuinely comfortable step up from the standard rooms.
1 King · 54 sqmThe Property
Eat & Drink
5 venues on property
Restaurant
Spa & Wellness
Treatment Menu
On Property
How you'll actually spend your days.
Day or multi-day private boat trip along the Cinque Terre coastline. Seaside villages, terraced vineyards, swimming in hidden coves. Arranged through the concierge.
Guided tour to a Chianti winery with wine, olive oil and vinegar tasting, and a 4-course traditional lunch, followed by a visit to San Gimignano. Book through the concierge.
24/7 complimentary gym with Technogym equipment including treadmills, ellipticals, exercise bikes, rowing machines, stair climbers, free weights, and weight machines. Shock-absorbing flooring and mood-boosting lighting. Locker rooms, sauna rooms, and steam rooms also accessible.
Concierge-curated tours to visit mosaicists, jewellers, bookbinders, and leather craftsmen in their workshops around Florence. Focuses on authentic exchanges and off-the-tourist-trail spots. Enquire at the concierge desk.
Guided watercolor painting session on the rooftop terrace with Florence's skyline as your canvas. Instructor-led, step-by-step. Book through the concierge.
The hotel hosts live music, DJ sets, and cultural events every evening in the W Lounge and Courtyard. Part of its identity as a social and cultural hub for the city.
Half or full-day excursion to a historic 13th-century villa in the Chianti hills. Truffle hunting experience followed by a truffle-forward lunch. Optional cooking class on authentic pasta or pizza. Book through the concierge.
Amenities & Practical Info
The details that matter for planning.
Multiple indoor meeting rooms plus outdoor event spaces including the Rooftop, Courtyard, and Penthouse terrace. The Courtyard can host fashion shows and private events.
Free high-speed Wi-Fi (500+ Mbps) for Marriott Bonvoy members booking direct. Available in all rooms and public areas.
Restaurant-quality in-room dining available 24/7 via QR code on the TV. Menu spans breakfast, lunch, dinner, and late-night bites.
24/7 complimentary gym with full Technogym equipment suite. Cardiovascular machines, free weights, strength equipment, locker rooms.
Pets welcome. Non-refundable fee of €120 per stay. Maximum one pet per room, maximum weight 10 kg. Pet bed, food and water bowls, wee pads, and waste bags available on request.
W Florence does not have a swimming pool. The Wellness Area includes a sauna and steam room but no pool.
Full concierge service. Staff speak Italian, English, Spanish, French, and Japanese. Whatever/Whenever® service philosophy — W Hotels' signature promise to fulfil any reasonable guest request.
No electric vehicle charging stations on property.
Valet parking available €55–67 per night. Service runs 7 AM–11:59 PM. No self-parking option available.
Steam room, sauna, and relaxation lounge with separate men's and women's lounges. Open daily 10 AM–8 PM, no appointment needed. Complimentary for hotel guests.
BUILD YOUR W FLORENCE PLAN
Rooms, dining, spa, and resort experiences — organized into one trip plan.
Start Planning