W Florence, Florence
Where Fashion, Modernism, and Florentine Heritage Meet
Why DNA Hotels Loves It
● A bold reinvention of Florence’s former Grand Hotel Majestic, where 1960s Rationalist architecture meets AvroKO’s fashion-inspired interiors.
● One of the city’s most vibrant social destinations, combining contemporary Tuscan dining, rooftop cocktails, and W’s signature energy.
● Proof that Florence’s future can be just as compelling as its Renaissance past, without losing its unmistakable sense of place.
A New Chapter for Florence
Florence is synonymous with Renaissance masterpieces. W Florence deliberately looks elsewhere. Occupying the former Grand Hotel Majestic, a landmark designed by Florentine architect Lando Bartoli between 1968 and 1972, the hotel celebrates one of the city’s few significant examples of post-war modernist architecture. After standing empty for more than fifteen years, the building has been meticulously restored by Genius Loci Architettura, preserving its striking stone façade, bronze detailing, and narrow vertical windows while transforming it into one of Florence’s most exciting contemporary hotels. The result feels refreshingly different. Not anti-Florence. Simply another chapter in its architectural story.
Fashion as Inspiration
AvroKO approached the interiors much like an Italian fashion collection. Bold geometry meets elegant craftsmanship. Rich colours sit beside polished stone. Glossy lacquer, brushed metal, terrazzo, marble, velvet, and bouclé create interiors that feel theatrical without becoming overwhelming. The palette draws directly from Florence itself. Deep Medici red, royal blue, olive green, warm terracotta, and golden bronze echo the city’s art, architecture, and landscape while giving everything an unmistakably contemporary edge. Throughout the hotel, playful murals by London-based Adam Ellis Studio reinterpret Florentine history through surreal gardens populated by exotic animals once collected by the Medici family. History here becomes imagination.
Rooms with Personality
The 119 guestrooms and suites continue the hotel’s expressive design language. Custom lighting inspired by the arches of Palazzo Pitti and the Vasari Corridor floats above each bed, while marble finishes, sculptural furniture, graphic textiles, and richly layered materials create spaces that feel luxurious without becoming formal. Floor-to-ceiling windows bring natural light deep into the rooms, and many feature balconies or terraces overlooking Florence’s rooftops, piazzas, and surrounding hills. At the very top sits the Penthouse, complete with an expansive private terrace offering panoramic views across the city’s iconic skyline.
The Social Heart
Like every great W, the public spaces are designed to be experienced rather than simply passed through. The W Lounge forms the centrepiece—a lively all-day gathering place built around a striking circular lava-stone bar where coffee gradually gives way to aperitivo, cocktails, DJs, and late-night conversation. The lounge opens directly onto a beautifully reimagined internal courtyard. Once the mezzanine level of the building’s former bank, it has become a contemporary Italian piazza filled with lush planting, retro-inspired furniture, and plenty of reasons to stay longer than planned. It’s a space that feels unmistakably Florentine, despite looking unlike almost anything else in the city.
Contemporary Florence on the Plate
Food plays an equally important role. Tratto reinterprets Tuscan cuisine with creativity rather than nostalgia, offering contemporary Italian dishes that remain firmly rooted in regional traditions. The recently opened rooftop venues continue the story. Zefiro Rooftop pairs panoramic views of the Duomo and Florence’s rooftops with cocktails, music, and sunset aperitivo culture, while Akira Back introduces the acclaimed chef’s contemporary Japanese cuisine to the city, adding another international layer to W Florence’s cosmopolitan identity. Together they reinforce the hotel’s ambition to become a destination for locals as much as travellers.
Why It Matters
Many of Florence’s finest hotels celebrate the city’s extraordinary history. W Florence celebrates its future. By embracing modern architecture, contemporary design, fashion, art, and an energetic social atmosphere, it offers an entirely different perspective on one of Italy’s most historic cities. It respects Florence’s past without becoming trapped by it, proving that innovation can feel just as authentic as tradition. For travellers looking beyond Renaissance postcards, W Florence delivers a vibrant, confident, and unmistakably modern interpretation of the city.
