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Marriott announces the signing of W Florence

Marriott has announced the signing of an agreement with Progetto Majestic S.r.l. to bring the W brand to the Tuscan city of Florence.

W Florence, expected to open in 2023, is set to become a buzzing centrepiece in the heart of the artistic city alongside the Ponte Vecchio riverfront and the Duomo.

Candice D’Cruz, Vice President – Luxury Brands, Europe, Middle East & Africa, Marriott International, said:

Florence is famed for its passion for culture and style, and therefore a perfect destination for the W Hotels brand. With its energetic spaces, bold design, innovative programming and iconic Whatever/Whenever® service, W Florence will add its distinct take on modern, social luxury to the city’s hospitality scene.

The hotel will be located steps away from Florence’s world-renowned art, thriving dining scene and celebrated shopping destination Via de’Tornabuoni. W Florence is expected to feature 120 guestrooms, including 20 suites. The Extreme WOW Suite, W’s take on the Presidential Suite, will offer a large living space and private terrace with stunning views across the Duomo and the Santa Maria Novella church. Adding rare and much-sought-after inside and outside living spaces, the ground floor, which will house the W Lounge and Living Room, will seamlessly blend around a central partially covered courtyard.

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Roberto Puccini, CEO, PROGETTO MAJESTIC S.R.L., said:

We are very excited to have signed this luxury lifestyle hotel that will be a highlight in the city of Florence. The building itself is a historical landmark being the first of only two modern structures built during its era, making the trend-setting W Hotels brand the perfect match. W Hotels embrace the history of each location yet adds an unexpected, thought-provoking experience which will make this hotel a new glamorous, socially driven destination

Gianleo Bosticco, Senior Director, Development Italy, Marriott International, said:

Florence is a dynamic, awe-inspiring city and we are thrilled to collaborate with Progetto Majestic S.r.l. to bring W Hotels to the city. This key signing underscores the growth of our luxury portfolio across Italy and impressive demand for the W brand.

Marriott International currently operates 14 properties and residences under the W brand across Europe, the Middle East and Africa. The brand is expected to make its debut in Italy with the opening of W Rome this autumn.

Meanwhile, Marriott recently announced the opening of W Philadelphia; JW Marriott Charlotte; Fairfield by Marriott South Binh Duong (Fairfield’s debut in Vietnam); Aloft Osaka Dojima (Marriott’s 70th hotel in Japan); Matild Palace, a Luxury Collection Hotel, Budapest; Residence Inn by Marriott, Bogotá; The Ritz-Carlton Maldives, Fari Islands; The Ritz-Carlton, Turks and Caicos; The St. Regis, Bermuda; The St. Regis Dubai, The Palm; Moxy, Bordeaux; Moxy, Bergen; Delta Hotels by Marriott Riviera Nayarit, an all-inclusive resort; W Changsha; Fairfield by Marriott Goa Benaulim; Domes of Corfu, Autograph Collection and Renaissance Bordeaux. The American hospitality chain has also announced plans to bring its Moxy brand to Sydney, Australia and to Nepal. Marriott has announced plans to open 10 Hotels and Resorts in Turkey by the end of 2022.

Featured image by Marriott

What do you think of Marriott bringing its W brand to the Tuscan city of Florence? Let me know in the comments section below.

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