It’s about time the area around Santa Maria Novella station got the attention it deserves—and with the arrival of W Florence, it finally has. The second W Hotels opening in Italy (after Rome), this bold newcomer is injecting fresh energy into the neighbourhood. Set inside a rationalist-modernist building from the late ’60s by Florentine architect Lando Bartoli, the hotel has been reimagined by local firm Genius Loci Architettura with interiors by the award-winning AvroKO studio. Think graphic lines, rich textures, and a confident palette of Medici reds, deep greens and royal blues.
The 119 rooms and suites are sleek and stylish, with marble details, custom lighting inspired by Florence’s iconic arches, and plenty of personality. Each room hosts the typical cocktail-cabinet of the W Hotels, stocked with teas, coffee, spirits and wine. Every detail has been thoroughly thought-out, from the steamer in the wardrobes to the bluetooth speaker for jamming out to your favourite tunes as you get ready. Downstairs, the W Lounge is where the buzz really happens: there’s a dramatic blue lava-stone bar, DJ sets, and a rotating line-up of live music, all spilling out into a leafy courtyard that once housed a bank mezzanine. It’s now been transformed into a modern-day piazza, with lush green walls, retro Italian seating and a sociable, see-and-be-seen vibe. Come for aperitivo and stay for dinner.
W Florence is also gearing up to redefine the city’s dining scene with a trio of bold culinary concepts set to roll out across summer 2025. At the heart of it all is Tratto, a fresh, contemporary Italian dining experience from the dynamic team behind the Michelin-starred Trattoria Contemporanea near Lake Como. Their Florence outpost promises casual dining with serious flavour, blending rich Italian food heritage with playful experimentation. Come late summer, Zefiro Rooftop will elevate things…literally. It’s poised to be the city’s new golden hour hotspot. This leafy rooftop perch will serve up scenic views of the Duomo and Tuscan hills, alongside a carefully curated cocktail list, small plates and a lineup of events, from live DJ sets to pizza-fuelled pop-ups. Also joining the line-up is Akira Back, the Florence debut of the Michelin-starred chef known for fusing Korean roots with Japanese finesse and global flair.
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