W Florence has officially opened, bringing a bold, contemporary hospitality experience to the heart of the Tuscan capital. Located on Piazza dell’Unità Italiana, just moments from the Duomo, Santa Maria Novella, and Florence’s premier shopping district, the hotel reimagines the former Grand Hotel Majestic—a modern functionalist landmark originally designed in 1968 by renowned architect Lando Bartoli.

Restored by Genius Loci Architettura (GLA), the building retains its distinctive façade while achieving LEED Gold and WELL Silver certification. Inside, global design firm AvroKO weaves together 1960s and ’70s references with bold colors and fashion-inspired forms, creating an atmosphere that is both dynamic and refined.

The property features 119 rooms, including “16 suites and a Penthouse, along with a partially covered courtyard and a rooftop garden offering sweeping views of the Florentine skyline.” As part of W Hotels’ expanding European portfolio, W Florence exemplifies the brand’s signature blend of innovation, style, and elevated service.

Image Credit: W Florence