The enchanting heart of Tuscany just got a bold, modern twist. W Hotels, known globally for its edgy design, vibrant energy, and luxurious experiences, has officially opened the doors to W Florence, marking its grand entrance into the historic capital of the region. This debut isn’t just another hotel launch—it’s a powerful blend of Florence’s classic Renaissance spirit with W’s signature playful attitude.

A Modern Marvel in a City of Timeless Beauty

Florence, with its cobbled streets, architectural masterpieces, and timeless art, might seem like an unlikely canvas for W’s avant-garde style. But that’s exactly what makes W Florence such a compelling addition to the cityscape. Nestled in the heart of the city, just steps from iconic attractions like the Duomo and Ponte Vecchio, the hotel is poised to attract a new generation of luxury travelers—those who crave both cultural richness and contemporary flair.

The property, developed by Progetto Majestic and operated under Marriott International’s prestigious portfolio, is housed within a building that pays homage to Florence’s architectural legacy while embracing bold innovation. The result? A space where high fashion meets high history—quite literally.

Bold Design Meets Tuscan Warmth

From the moment guests walk in, W Florence makes a statement. The design, curated by global design studio Meyer Davis, is a flamboyant fusion of Florentine heritage and ultra-modern aesthetics. Expect rich velvets, jewel-toned palettes, and eclectic décor that nods to both the city’s artistic past and W’s trendsetting DNA.

Each of the 120+ rooms and suites are meticulously styled with custom furnishings, avant-garde art pieces, and sweeping views of the city’s skyline. Floor-to-ceiling windows, mood lighting, and luxurious amenities ensure every stay is as Instagram-worthy as it is indulgent.

But it’s not just about good looks—comfort and experience take center stage too. W’s signature beds, high-tech touches, and thoughtful details make it a haven for creatives, jet-setters, and luxury lovers alike.

A Playground for Taste and Indulgence

W Florence is not just a place to stay—it’s a destination to experience. The hotel’s culinary scene is already making waves, thanks to its in-house restaurant SODO, which serves a bold reinterpretation of Tuscan cuisine. Think traditional ingredients, elevated through a modern, globally inspired lens.

The cocktail bar, with its rooftop views and sleek design, is set to become one of Florence’s hottest nightspots. Guests can sip on signature cocktails crafted by world-class mixologists while overlooking terracotta rooftops and Renaissance domes.

And for those craving relaxation, the AWAY® Spa offers treatments that blend ancient wellness rituals with cutting-edge skincare techniques, providing a retreat from the buzzing energy of the city.

Events, Fashion, and the W Lifestyle

True to the brand’s legacy, W Florence is expected to be more than just a hotel—it’s a hub for the city’s coolest events, fashion parties, and cultural moments. From exclusive DJ nights and fashion pop-ups to art installations and immersive local experiences, the hotel aims to inject fresh energy into Florence’s luxury hospitality scene.

Whether you’re a digital nomad, a fashion-forward traveler, or a honeymooning couple, W Florence invites you to experience the city through a new lens—one that’s vibrant, unapologetically bold, and uniquely W.

Why W Florence Matters

The opening of W Florence is significant for both the brand and the city. For W Hotels, it signals a confident expansion into Italy’s high-end market, complementing its existing properties in Rome and other global destinations. For Florence, it’s a clear nod to a more modern, international identity—without losing touch with its deeply rooted charm.

In a city where tradition reigns supreme, W Florence dares to be different. It’s not here to blend in—it’s here to stand out.