W Florence – Florence, Rewired
A daring fusion of fashion, architecture, and Florentine soul
A Modern Classic Reborn
Florence is a city defined by its past—but W Florence boldly writes a new chapter. Housed in the former Grand Hotel Majestic, a rationalist-modernist building from 1968 just off Piazza dell’Unità Italiana, the hotel redefines the Florentine skyline with its sleek stone façade, bronze verticals, and slit windows—all meticulously restored. The transformation, led by Genius Loci Architettura and interior designers AvroKO, brings together timeless structure and avant-garde flair, while achieving LEED Gold and WELL Silver standards.
Design with a Pulse
Inside, the hotel hums with energy. The interiors draw inspiration from Florence’s fashion houses and design heritage—lacquered woods, metallic accents, geometric forms, and a vibrant palette of Medici red, royal blue, and rich green. The lobby features a showstopping mural by Adam Ellis Studio, a surreal Florentine garden with nods to the Medici menagerie, while mirror-paneled walls, boucle banquettes, and curved velvet seating evoke a sense of playful grandeur. Every space is a bold mix of luxury and irreverence, where tradition and modernity collide with style.
Rooms That Reflect the City
The 119 rooms and suites feel both spirited and refined. Marble finishes, bold graphic patterns, and sculptural lighting create a theatrical yet welcoming atmosphere. Above each bed, custom arch-inspired light fixtures recall the iconic forms of Palazzo Pitti and the Vasari Corridor. Many rooms open onto private balconies and terraces, offering views over Florence’s rooftops, piazzas, and hills. At the crown: the Penthouse, complete with a 1,500-square-foot terrace, reigns as a luxurious eyrie above the city.
A Social Center in Motion
At the heart of the hotel, the W Lounge is an all-day, all-night gathering space. Live music, DJ sets, and aperitivo culture set the mood, anchored by a striking 360-degree blue lava stone bar. The lounge flows effortlessly into the central courtyard, a reimagined bank mezzanine turned leafy piazza with retro-modern furniture and lush botanicals. Here, indoor and outdoor blur, inviting guests to linger from morning espresso to midnight Negroni.
Dining and Rooftop Views
Tratto, the hotel’s signature restaurant, offers modern Tuscan fare in bold surroundings. Later this season, two new venues join the scene—Zefiro Rooftop, with panoramic views of Florence’s skyline, and Akira Back, set to bring a global fine-dining flair. Whether you’re lounging by day or indulging at night, the energy is elevated but never forced.
Where Fashion Meets the Renaissance
W Florence doesn’t echo the Renaissance—it remixes it. With its daring design, vibrant social spirit, and fearless celebration of place, this hotel rewires the city’s DNA for a new generation of travelers—those who crave culture with edge, comfort with attitude, and a stay that’s as unforgettable as Florence itself.
DNA Hotels Verdict
W Florence is unapologetically bold, delivering a vibrant and theatrical take on the city’s heritage. It captures the soul of modern Florence with a fashion-forward edge and magnetic energy. Perfect for travelers seeking a design-driven, culturally plugged-in experience in one of Italy’s most storied cities.
