The W Florence is strategically located in the heart of Florence, Italy, within the historic Palazzo dei Conti Ricci on **Via dei Conti**, just steps from the iconic Piazza Santa Maria Novella. Situated in the vibrant Santa Maria Novella district, the hotel is surrounded by Florence’s rich cultural landmarks, including the Basilica di Santa Maria Novella, the Duomo, and the Uffizi Gallery, all within walking distance. This prime location offers guests seamless access to the city’s Renaissance heritage, high-end shopping along Via de’ Tornabuoni, and bustling local cafes, while providing a serene retreat amidst Florence’s lively historic center. The proximity to the Santa Maria Novella train station also ensures convenient connections to other Italian cities, making the W Florence an ideal base for exploring both the city and beyond.
The W Florence, a luxury hotel set to open in 2025, is designed by the renowned Italian architect **Piero Lissoni**, whose minimalist and sophisticated approach blends contemporary elegance with Florence’s rich cultural heritage. Lissoni’s design for the hotel, housed within the historic Palazzo dei Conti Ricci, emphasizes clean lines, open spaces, and a harmonious balance between modern luxury and the building’s Renaissance-era architecture. His design theory draws on principles of **Italian Rationalism**, prioritizing functionality, refined materials, and spatial clarity while incorporating bold, eclectic elements to create a vibrant, cosmopolitan atmosphere. The W Florence features sleek interiors with local artisanal touches, such as bespoke furniture and Florentine craftsmanship, reflecting Lissoni’s commitment to context-driven design that respects the city’s artistic legacy while offering a fresh, global perspective
The W Florence, which opened in July 2025, was developed by **Marriott International**, the global hospitality giant behind the W Hotels brand. Housed in the historic Palazzo dei Conti Ricci, originally designed by Florentine architect Lando Bartoli in 1968, the project was brought to life through a collaboration with **Genius Loci Architettura (GLA)**, which restored the property to meet LEED Gold and WELL Silver sustainability standards, and **AvroKO**, responsible for the interiors that blend 1960s and 1970s Italian design with modern luxury. Marriott’s vision for the W Florence emphasizes bold, immersive experiences, integrating the city’s Renaissance heritage with contemporary flair, as part of their broader strategy to expand the W Hotels portfolio in Italy, following the success of W Rome and the planned W Sardinia.
The W Florence, a luxurious Marriott hotel that opened in July 2025, features **119 guest rooms**, including **16 suites** and a standout **Penthouse Suite** with a 1,500-square-foot private terrace offering panoramic views of Florence’s skyline. The hotel’s vibrant **W Lounge** serves as the social hub, anchored by a 360-degree blue lava stone bar, offering live music, DJ sets, and a playful take on aperitivo culture. Dining options include **Tratto**, an all-day restaurant showcasing contemporary Tuscan cuisine from the Michelin-starred Trattoria Contemporanea collective, with additional venues **Zefiro Rooftop** and **Akira Back** (focused on Korean-global fusion) set to open later in 2025. Wellness amenities include a signature **gym** for fitness enthusiasts, while event spaces feature flexible **meeting rooms** and a central courtyard that can transform into a stylish venue for **banquets**, fashion shows, or private events, accommodating various group sizes with bold, modern design.
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