Concreta, , an interior contractor specializing in the production and supply of custom-made furniture for hospitality facilities, handled the furnishings for all 119 rooms in the recent redevelopment of the newly renovated W Florence, a five-star hotel inaugurated just steps from the Duomo and the Basilica of Santa Maria Novella.
The hotel is housed in a 1968 rationalist-modernist building designed by architect Lando Bartoli. It has been restored and reinterpreted by the Italian firm Genius Loci Architettura (GLA, led by architects Stefano Boninsegna and Andrea Grassi) under the coordination of architect Nicolò Falleri, with the collaboration of Gabriele Tarantino. They also worked on the interior design of the wellness center, the fitness area, and redesigned the indoor and outdoor spaces of the rooms. The renovation followed LEED Gold and WELL Silver standards, preserving architectural integrity and enhancing iconic materials such as serena stone and bronze.
The building formerly housed the Grand Hotel Majestic and, before that, a bank, whose visual and structural memory has been preserved in the spaces that once served as vaults. The design of the common areas, including the two restaurants, lounge and reception areas, meeting rooms, and the internal courtyard, was curated by an award-winning international design studio.
The hotel is housed in a 1968 rationalist-modernist building designed by architect Lando Bartoli. It has been restored and reinterpreted by the Italian firm Genius Loci Architettura (GLA, led by architects Stefano Boninsegna and Andrea Grassi) under the coordination of architect Nicolò Falleri, with the collaboration of Gabriele Tarantino. They also worked on the interior design of the wellness center, the fitness area, and redesigned the indoor and outdoor spaces of the rooms. The renovation followed LEED Gold and WELL Silver standards, preserving architectural integrity and enhancing iconic materials such as serena stone and bronze.
The building formerly housed the Grand Hotel Majestic and, before that, a bank, whose visual and structural memory has been preserved in the spaces that once served as vaults. The design of the common areas, including the two restaurants, lounge and reception areas, meeting rooms, and the internal courtyard, was curated by an award-winning international design studio.
The project, which began in 2020, was announced and inaugurated in 2025 and represents a new iconic lifestyle luxury destination in the Tuscan capital. Today, the hotel includes 119 rooms, including 16 suites and a Penthouse with a view of the Duomo. The rooms and suites feature refined Carrara marble, travertine, fine woods, sculptural forms, and graphic elements. Illuminated three-dimensional arches recall Florence’s iconic arcades, from Palazzo Pitti to the Vasari Corridor to Santa Maria Novella. The color palette is inspired by the city, with soft shades that create elegant and refined interiors. The 115-square-meter Penthouse on the fifth floor boasts a private panoramic terrace overlooking Santa Maria Novella.
Concreta handled the creation of the room furnishings, including standout elements such as custom-made bed headboards, boiserie, wardrobes, and furniture pieces like bedside tables, all crafted using only high-quality materials and components in harmony with the project’s concept.
Concreta handled the creation of the room furnishings, including standout elements such as custom-made bed headboards, boiserie, wardrobes, and furniture pieces like bedside tables, all crafted using only high-quality materials and components in harmony with the project’s concept.
In addition to seamlessly integrated indoor and outdoor spaces, including a partially covered central courtyard surrounded by distinctive culinary experiences, the iconic Zefiro Rooftop stands out, a panoramic bar overlooking the city’s hills and domes with views of the Duomo. Guests can enjoy FIT, the brand’s 24-hour gym equipped with state-of-the-art fitness machines. The hotel also offers versatile meeting spaces, ideal for private or corporate events, featuring advanced technology and flexible environments in true W style.
CONCRETA is an interior contractor active on the national and international markets for more than thirty-five years, specializing in the design, production, and supply of custom-made furniture and accessories for hospitality facilities, with a particular focus on 4- and 5-star hotels. For W Florence, Concreta’s intervention, based on the project by GLA, was a fully customized and tailor-made execution, optimizing project area management while meeting the required timelines, budget, and specifications.
CONCRETA is an interior contractor active on the national and international markets for more than thirty-five years, specializing in the design, production, and supply of custom-made furniture and accessories for hospitality facilities, with a particular focus on 4- and 5-star hotels. For W Florence, Concreta’s intervention, based on the project by GLA, was a fully customized and tailor-made execution, optimizing project area management while meeting the required timelines, budget, and specifications.
