W Florence has opened its doors in the heart of the Tuscan capital.

Situated steps away from Il Duomo, the hotel is housed in the former Grand Hotel Majestic, designed by renowned Florentine architect Lando Bartoli in 1968.

Italian architecture firm Genius Loci Architettura (GLA) has restored the property to meet LEED Gold and WELL Silver sustainability standards, while Avroko has crafted interiors that blend 1960s and 70s charm with a modern, elevated aesthetic, drawing inspiration from influential Italian fashion to create a dynamic interplay between past and present. Strong geometric forms and vibrant colours are also featured throughout.

Guests are greeted by a mural created by London-based fine art and design studio Adam Ellis Studio, featuring a Florentine Babylon Garden inhabited by the famous Florentine Medici family’s exotic menagerie.

The 119 guestrooms, including 16 suites and one penthouse, feature marble accents and graphic patterns in a contemporary reinterpretation of materials. Inspired by the surrounding city, the colour palette includes lush greens, Medici reds and royal blues.

Each bed is crowned by a light installation inspired by Florence’s arches, from Palazzo Pitti to the Vasari Corridor. Expansive windows, terraces and balconies frame views of the city’s lively streets, rooftops and landmarks.

The Penthouse – the hotel’s take on a presidential suite – offers a unique viewpoint of the city, with a 140m² private terrace boasting panoramic skyline views.

W Lounge, anchored by a partially covered courtyard, channels 1960s nostalgia through furniture and design elements inspired by Italian industrialists such as Joe Colombo. Geometric flooring is complemented by curved seating upholstered in Italian boucle and velvet, while a 360-degree blue lava stone bar extends along the side of the space, seamlessly connecting the all-day dining area and the courtyard.

Serving as an internal piazza, the courtyard creates a natural flow between the dining venues and public areas. Once the mezzanine of a former bank, the space has been transformed with retro Italian-inspired seating and vibrant botanicals, including green walls and foliage. The crown jewel of the hotel, however, is its rooftop garden, offering panoramic views over Florence’s iconic architecture and rooftops.

“The opening of W Florence marks the arrival of a bold and immersive hospitality experience in one of Italy’s most artistic and vibrant cities,” says Helen Leighton, Vice President, Luxury Brands, EMEA. “We are looking forward to seeing guests dive into Florence’s rich cultural tapestry, brought to life through W Florence’s daring design, inventive culinary offerings, and signature service.”