W Florence Opens Its Doors, Merging Contemporary Design with Classic Tuscany for a Luxury Experience Like No Other – Travel And Tour World

W Hotels, the famous Marriott Bonvoy portfolio brand with more than 30 individual participating brands, today revealed the latest entry into its portfolio: W Florence, its newest flagship luxury in the very heart of the historic Tuscan capital. Located within the Grand Hotel Majestic building, a magnificent old building, the W Florence blends centuries-old cultural heritage with cutting-edge luxury and turns the venerable structure into a contemporary retreat for the discerning traveler seeking glamour and excitement at the very heart of Florence.

This flagship launch is a historic moment for the brand, after the success of W Hotels in other European capitals including Prague, Budapest, and Rome. With the opening of W Florence, the brand cements its presence further in Italy and reaffirms its mission to revolutionize the face of luxury lifestyle hospitality throughout Europe and the globe.

A Prime Location in Florence’s Historic Center

W Florence’s prime location on Piazza dell’Unità Italiana places it just a stone’s throw away from Florence’s most famous landmarks, including the Duomo, Basilica di Santa Maria Novella, and the bustling shopping district. With 119 meticulously designed guest rooms, including 16 suites and a Penthouse, this hotel serves as the perfect gateway for travelers who want to immerse themselves in the rich culture and beauty of Florence.

The hotel’s architectural redesign by Italian architecture firm Genius Loci Architettura (GLA) brings a fresh energy to the city’s historic charm. The hotel has been carefully restored to meet LEED Gold and WELL Silver sustainability standards, making it a forward-thinking addition to Florence’s landscape. The dynamic design by AvroKO, known for their work on W Prague and W Hoboken, integrates the elegance of 1960s and ‘70s Italian style with a modern flair. Strong geometric forms and vibrant colors throughout the hotel create a dynamic interplay between Florence’s classic grandeur and contemporary luxury.

An Immersive Experience with Bold, Timeless Design

W Florence boasts bold design choices, paying homage to the 1960s while embracing modern elements that speak to Italy’s cutting-edge fashion industry. Upon entering, guests are greeted by a stunning mural created by Adam Ellis Studio, capturing the essence of Florence’s historical past while incorporating contemporary Italian culture. This mural, inspired by the Florentine Medici family’s exotic menagerie, marks the beginning of a one-of-a-kind design journey that continues throughout the property.

The W Lounge, the heart of the hotel, channels the rhythm of Florence, with live music and curated DJ sets creating an electric atmosphere. The lounge features a central courtyard surrounded by Italian-inspired retro seating and lush greenery. This flexible outdoor space can be transformed for various events, from private gatherings to fashion shows, offering guests a truly unique experience in the city.

With furniture inspired by Italian industrial designers such as Joe Colombo and a bar made from blue lava stone, W Lounge offers an eclectic blend of past and present, providing guests with a striking place to socialize, sip cocktails, and unwind.

The Penthouse and Luxurious Guest Rooms

For guests seeking the ultimate indulgence, the Penthouse at W Florence offers unparalleled views of Florence’s skyline, including iconic landmarks such as the Duomo and St. Lorenzo Cathedral. The 140-square-meter private terrace offers a panoramic view of the city, making it the perfect spot for relaxation or private events.

The 119 guest rooms and suites continue the theme of modern luxury, featuring marble accents and bold graphic patterns that reinterpret classic Italian materials. The color palette is inspired by Florence’s architectural heritage, with lush greens, Medici red, and royal blues creating a sophisticated atmosphere throughout the hotel. Each room is designed with comfort in mind, featuring plush furnishings, modern amenities, and stunning views of the city or the hotel’s beautifully landscaped courtyard.

An Eclectic Culinary Experience in Florence

One of the highlights of W Florence is its innovative culinary offerings. The hotel’s dining venues bring a bold, contemporary twist to traditional Italian cuisine. Tratto, a casual yet dynamic restaurant concept, offers a modern take on classic Italian dishes, prepared by a young culinary collective known for its Michelin-starred restaurant in Lomazzo. Tratto brings Italy’s rich food traditions into a contemporary setting, combining authenticity with innovation in a lively, energetic environment.

Located on the hotel’s ground floor, Tratto operates across a variety of spaces, including the main dining area, W Lounge, the courtyard, and room service. The restaurant emphasizes Italian flavors while celebrating the art of modern cooking, offering guests a delightful gastronomic journey through Tuscany and beyond.

W Florence: A Milestone in Luxury Hospitality

The W Florence opening is a significant occasion for the brand, broadening its presence in Italy and Marriott Bonvoy’s extensive portfolio worldwide. Its distinctive design coupled with its excellent setting and diverse culinary choices offers an extraordinary experience for the overseas clientele as well as the locals.

W Florence’ emphasis upon sustainability and its emphasis upon detail and luxury products sets a new standard for boutique hotels in Florence. Whether guests are looking to experience the Tuscany culture with a flair for modern design and worldwide service standards, the W Florence will be the ultimate destination.

(Source: Italy’s Ministry of Tourism and Florence’s local Tourism Board.)

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