Fresh Accommodation Choice Opens Near Florence’s Iconic Landmarks
In the center of Florence, a new hotel has begun welcoming guests, highlighting a key development in local accommodations. W Florence, a member of Marriott Bonvoy’s W Hotels brand, is situated in the historic Grand Hotel Majestic building on Piazza dell’Unità Italiana. The property, redesigned to blend modern aesthetics with Florence’s architectural heritage, features 119 rooms, including several suites and a penthouse. This is the brand’s second location in Italy and follows similar launches in cities like Prague and Budapest.
Originally constructed in 1968 by architect Lando Bartoli, the building retains its rationalist-modernist exterior while the interior has been reimagined by Genius Loci Architettura in collaboration with AvroKO. The redesigned W Florence incorporates several modern features aimed at enhancing the guest experience, including:
- A rooftop garden with panoramic views over Florence
- A multifunctional central courtyard connecting dining and social spaces
- Flexible common areas for work, relaxation, or events
- Several on-site restaurants scheduled to open by late summer 2025
W Florence puts travelers within a short stroll of many distinctive places worth exploring. Just nearby is Mercato Centrale, a two-level market filled with fresh regional foods and artisanal products. Via de’ Tornabuoni is a historic street that merges luxury shopping with stunning Renaissance architecture. A short walk uphill brings visitors to Giardino delle Rose, a quiet garden known for its scenic views of the city and a variety of contemporary sculptures.
The hotel’s prime location also offers quick access to some lesser-known cultural destinations. Piazza della Repubblica buzzes with classic cafés and live street entertainment. Nearby, Libreria Brac invites visitors to enjoy vegetarian meals alongside carefully chosen independent books and changing art exhibits. Another notable place is Officina Profumo-Farmaceutica di Santa Maria Novella, a historic apothecary that continues to craft handmade perfumes and herbal treatments in its original location.
The arrival of W Florence signals broader changes in the city’s hospitality offering, bringing more versatile accommodation options to travelers who seek both modern amenities and immediate access to urban experiences. By being part of Florence’s historic environment, the hotel meets the rising interest among visitors for stays that offer both contemporary convenience and cultural authenticity.
