W Hotels set to debut in Tuscany

Marriott International has reached a deal to open a 120-key W Hotel-branded property close to some of Florence’s most iconic landmarks, including the Ponte Vecchio and the Duomo.

The opening is currently scheduled for 2023, W Florence aims to become a vibrant new Florentine social center.

A reflection of the city

Marriott International has signed an agreement with Progetto Majestic which paves the way for the development of W Florence. This hotel will welcome its guests in a prime location near the Ponte Vecchio and the Duomo, a short walk from the city’s internationally renowned arts and food scene, as well as the famous Via Tornabuoni shopping street.

“Florence is famous for its passion for culture and style, and therefore a perfect destination for the W Hotels brand,” said Candice D’Cruz, vice president of luxury brands in Europe, Middle East and Africa for Marriott International. “With its energetic spaces, bold design, innovative programming and iconic ‘Whatever / Whenever’ service, the W Florence will add its distinct vision of modern and social luxury to the city’s hotel scene.”

Gianleo Bosticco, Senior Director of Development in Italy for Marriott International, added: “Florence is a dynamic and impressive city and we are delighted to work with Progetto Majestic to bring W Hotels to the city. This key signature underlines the growth of our luxury product portfolio across Italy and an impressive demand for the W brand. ”

A dynamic social destination

The future hotel is expected to have 120 rooms, including 20 suites and the Extreme WOW suite, which is W Hotels’ version of the presidential suite. Amenities within the exciting new property will include a ground floor lounge and W lounge, which are to blend harmoniously around a partially covered central courtyard.

“We are very happy to have signed this luxury lifestyle hotel which will be a highlight of the city of Florence”, said Roberto Puccini, CEO of Majestic progetto. “The building itself is a historic monument, being the first of only two modern structures built in its time, making the trendy W Hotels brand the perfect match.

“W Hotels embrace the history of each location while adding an unexpected and stimulating experience that will make this hotel a glamorous and socially oriented new destination.

The W Hotels brand is set to debut in Italy with the opening in fall 2021 of W Rome, before arriving in Florence in 2023.


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