Florence has gained a new landmark in high-end hospitality with the opening of W Florence, a five-star property created through a major redevelopment in the heart of the city. It sits just steps from the Duomo and the Basilica of Santa Maria Novella, in one of Florence’s most prestigious shopping districts.
The project was led by Tétris Italia, part of the JLL Group, acting as general contractor. Now a member of the Marriott Bonvoy portfolio, the hotel occupies a historic building designed in 1968 by Florentine architect Lando Bartoli.
The structure rises on the former site of the Grand Hotel Majestic and the headquarters of Banca Popolare di Novara, traces of which remain visible in the striking two-level vault.
Extending across 12,000 square metres, the building spans six floors above ground and three below. After years of disuse, it has undergone a complete renovation carried out to rigorous sustainability standards, earning LEED Gold and WELL Silver certifications. The redevelopment included substantial structural interventions and the careful restoration of the façades, preserving the original Brutalist character.
W Florence comprises 119 rooms and suites, including 16 signature suites and a Penthouse. The design concept combines refined comfort with a contemporary aesthetic. Architectural work by Genius Loci Architettura and interior design for the common areas by AvroKO have shaped spaces defined by fine materials, vivid colour palettes and subtle retro references.
The hotel unfolds as a sequence of multifunctional environments. Five floors are dedicated to guest accommodation, alongside modular meeting rooms equipped with advanced technology, a wellness area with gym facilities, and a panoramic terrace. At its centre lies a courtyard open to the public, conceived as a gathering space for both guests and Florentines.
This courtyard forms the social core of the property. Inspired by the atmosphere of the 1960s, it has been reimagined as an urban square animated by high-end dining venues and convivial spaces. It also houses the W Lounge, set to become a new reference point in the city’s social scene.
Gastronomy plays a central role in the experience. Akira Back Florence introduces Japanese and Korean cuisine to the hotel’s culinary offering. The Zefiro Rooftop provides an exclusive terrace with views over Florence’s principal architectural landmarks, designed for private events and relaxed evenings above the city.
Guest rooms reinterpret Florentine tradition through a contemporary lens. Intense green, Medici red and regal blue feature prominently, alongside tactile materials and carefully curated finishes. Lighting installations inspired by the city’s historic arches add a theatrical dimension.
The Penthouse, complete with a private 140-square-metre terrace, commands an exceptional outlook across the Florentine skyline, encompassing the Duomo and the Cathedral of San Lorenzo.
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