Marriott’s latest W Hotel brings international flair to Florence with multiple restaurants, rooftop dining, and Korea’s culinary superstar Akira Back making his Italian debut

After years of anticipation and construction, Florence has welcomed a new luxury hospitality landmark that promises to reshape the city’s dining and entertainment landscape. The W Hotel Florence officially opened its doors on July 1, 2025, marking Marriott International’s bold expansion of its trendy W brand into one of Italy’s most culturally significant destinations.

A Historic Building Gets a Contemporary Makeover

Located in Piazza dell’Unità Italiana, just steps from Florence’s central train station, the new W Hotel occupies a distinctive 1968 building originally designed by renowned Florentine architect Lando Bartoli. The structure, characterized by its stone facade, narrow slit windows, and vertical bronze elements, had previously housed the Grand Hotel Majestic before sitting abandoned for nearly a decade.

The extensive restoration was undertaken by Genius Loci Architettura (GLA), while the interior design was handled by international design studio AvroKO, known for their work on W Hotels in Prague and Hoboken. The design team carefully preserved the building’s 1960s and 1970s aesthetic while infusing it with W’s signature contemporary style.

The completed hotel features 119 rooms and suites, including a spectacular penthouse with a 140-square-meter private terrace offering panoramic views of Florence’s historic skyline. This marks the second W Hotel in Italy, following the brand’s 2022 debut near Rome’s Via Veneto, with additional locations planned for Naples, Milan, and Sardinia.

A Culinary Destination Beyond Hotel Guests

True to the W brand’s philosophy of creating vibrant social hubs, the Florence property extends far beyond traditional hotel boundaries. The complex houses multiple dining and entertainment venues designed to attract both hotel guests and local residents.

The W Lounge serves as the property’s social epicenter, featuring a cocktail bar with regular DJ sets and live musical performances. The space seamlessly blends indoor and outdoor experiences, with an elliptical bar inside and a plant-filled courtyard that was once a bank’s mezzanine level.

Michelin-Starred Talent Takes Center Stage

The hotel’s culinary program showcases serious gastronomic ambitions. Tratto, opening this summer, represents the Florence outpost of the Michelin-starred Trattoria Contemporanea from Lomazzo, near Como. The restaurant is helmed by chef Davide Marzullo, born in 1996, who has quickly established himself as one of Italy’s rising culinary stars.

Marzullo’s responsibilities extend beyond Tratto to include the hotel’s room service, the W Lounge menu, and an additional ground-floor bar. His appointment signals the property’s commitment to elevating Florence’s already impressive dining scene.

Rooftop Dining with a View

Late summer 2025 will see the debut of Zefiro Rooftop, the hotel’s crown jewel dining venue. Positioned on the top floor, this cocktail bar and restaurant will offer intimate dining experiences with sweeping views of Florence’s Renaissance architecture. The rooftop will also host special events, parties, and DJ performances, positioning itself as a new nightlife destination in the city.

A Korean Culinary Empire Arrives in Italy

Perhaps the most significant addition to Florence’s dining landscape comes with the arrival of Akira Back, the Korean-born chef whose restaurant empire spans nearly 30 locations across Africa, Europe, North America, and the Middle East. Back’s signature style blends Korean and Japanese culinary traditions, creating a unique fusion that has earned international acclaim.

This marks Back’s Italian debut, though he has established successful operations in Paris and London. His collaboration with major hotel groups including Marriott, Four Seasons, and Mandarin Oriental has made him a sought-after name in luxury hospitality dining.

The Akira Back restaurant at W Hotel Florence, scheduled to open in late summer 2025, represents a significant coup for the city’s culinary scene. It brings an entirely new flavor profile to Florence, a city better known for its traditional Tuscan cuisine than Asian fusion.

Redefining Florence’s Hospitality Landscape

The W Hotel Florence’s opening comes at a time when Italy’s luxury hospitality market is experiencing significant growth, particularly in cultural destinations like Florence. The property’s emphasis on music, contemporary design, and diverse dining options represents a departure from the more traditional luxury hotels that have long dominated the market.

With its 24-hour fitness center, multiple dining venues, and entertainment programming, the hotel aims to serve as a cultural hub that extends the W brand’s New York-born concept of lifestyle hospitality to one of Europe’s most visited cities.

The project’s success will likely be measured not just by occupancy rates, but by its ability to integrate into Florence’s cultural fabric while attracting both international visitors and local residents. Early indicators suggest strong interest, with the hotel’s diverse restaurant portfolio already generating significant buzz among food enthusiasts and hospitality industry observers.

As Florence continues to balance its role as a guardian of Renaissance heritage with the demands of modern tourism, the W Hotel Florence represents an ambitious attempt to bring contemporary luxury hospitality to one of the world’s most historically significant cities. The property’s ultimate success will depend on its ability to honor both its architectural heritage and its bold vision for the future of Italian hospitality.

Source: CiboToday

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