Marriott International is set to debut its W Hotels brand in Tuscany in 2023.

The hotel group has signed an agreement with Progetto Majestic S.R.L to bring the brand to the Tuscan city of Florence.

W Florence will be located steps from the renowned Via de’Tornabuoni, and will include 100 rooms and 20 suites.

The ground floor will blend indoor and outdoor spaces, with a lounge and living room located around a partially covered courtyard.

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

“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.”

Roberto Puccini, CEO of Progetto Majestic S.R.L, added:

“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.”

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

Elsewhere, the W brand has 34 hotels in the global pipeline, with forthcoming destinations including W Edinburgh, W Gramado and W Playa del Carmen. The brand recently opened properties in Philadelphia and China’s Changsha.