Two early twentieth-century palazzi on Via Liguria, steps from the Via Veneto and directly opposite the neoclassical bulk of the Palazzo Margherita — now the American Embassy — form the architectural shell of W Rome, which opened in 2021 as the brand's first Italian outpost. The five-storey terracotta and cream facades, with their rusticated stone bases, pedimented windows, and wrought-iron balconies, are precisely the kind of Roman Liberty-style structures that heritage authorities protect with fierce conviction, making the brief to Concrete Amsterdam — the Dutch studio behind several of W's more persuasive European conversions — a genuinely constrained one. Inside, Concrete worked the tension productively rather than against it. The bar runs beneath a sequence of cream-plastered arches, their mouldings intact, while the floor shifts to rose-veined marble and the counter arrives in verde alpi stone trimmed with brushed brass — Roman grandeur redirected through a mid-century Italian lens. Guest rooms carry the same productive collision: herringbone oak floors and pale panelled walls hold channel-tufted tan leather headboards, kidney-shaped velvet settees in dusty rose, and sculptural black-and-brass wall sconces with clear debts to Arredoluce. The rooftop, framed by umbrella pines and looking directly across to the Palazzo Margherita's ornate cornice, grounds the whole project in a very specific piece of Roman geography that no amount of interior styling could manufacture.

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