W Florence Brings a New Energy to the Renaissance City

In a city where the old meets new, where cobblestone streets and renowned cathedrals set the scene for endless romanticism, W Florence stands out as a modern marvel in an otherwise historic metropolis.

Florence is one of those cities where you can spend hours walking without realizing just how much ground you’ve covered until you finally slip your heavy bones into a hotel bed. Between the museums, churches, piazzas, and boutiques, there’s always another street to wander down, another corner worth stopping at to wonder how many people—from eras contemporary and bygone—have passed through. 

 

W Florence feels made for this particular version of the city. Opened in July 2025 in the former Grand Hotel Majestic, the 119-room property sits just off Piazza dell’Unità Italiana, within walking distance of the Duomo, Santa Maria Novella, and Florence’s major shopping streets. The property itself dates back to 1968, when it was formerly a bank, and its original rationalist-modernist architecture has been reworked to capture W’s distinctly bold spirit. 

 

That energy carries into the rooms, where graphic patterns, marble accents, and sculptural light fixtures reminiscent of the city’s architecture evoke a sense of place while keeping in line with the W’s contemporary design identity. Grounded by an enveloping king bed, the room feels like a haven for both respite and inspiration—especially when opening the floor-length curtains out onto the balcony to let the sun spill in. 

 

In the hub of the hotel, people-watching becomes a pastime. With international events like Pitti Uomo drawing a glittery crowd of editors, designers, buyers, and impeccably dressed regulars, someone interesting is always passing through.

 

The hotel taps into that energy through local collaborations, including a noteworthy one with Florentine designer Domenico Orefice, whose custom leather bag brings a piece of local craftsmanship to the hotel (while feeling right at home among the city’s fashion set.

Upstairs, the Zefiro Rooftop beckons for an aperitivo like a siren’s call. The 360-degree views stretch across the city, with an unmitigated view of the Duomo at the heart of it. From the tops of cathedrals to the surrounding Tuscan mountains, the atmosphere shifts naturally from daytime drinks into something livelier after golden hour.

Walking through Florence has a cinematic quality, but even amid its dreamlike beauty, you can still feel a sense of raw authenticity. You can get drawn into the jeweler-lined boutiques while crossing the Ponte Vecchio, wander through storied Florentine houses like Ginori 1735 and Santa Maria Novella, and, if you’re here this summer, take in the Rothko exhibition at Palazzo Strozzi—all before finding yourself tucked into a tiny family-run trattoria or charming antique shop.

 

The city holds grand Renaissance landmarks, a global art scene, and everyday life in equal measure, and W brings a new kind of pulse to the city, pushing it forward while still revering its history.

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Special thanks to W Florence. For those looking to make the stay a little more special, The Crafted in Florence Suite experience includes a custom leather bag by Domenico Orefice, handmade in the city from Tuscan leather, plus a €100 dining credit to use at the hotel’s restaurants and bars. Plan your visit here.