Gold nanoflowers with feature sizes ranging from several tenths to several hundred nanometers were synthesized by using the one-pot method. They were formed by the self-organization of gold nanoparticles of several nanometers and exhibited broad extinction spectra in the near infrared spectral range. Randomly distributed hot spots originating from the strongly localized modes were generated in gold nanoflowers and their appearances exhibited strong dependences on both the polarization and wavelength of the excitation light. Under the excitation of femtosecond laser pulses, such hot spots emitted efficient hot luminescence spanning the visible to near infrared spectral range. Distinct from the hot luminescence of single hot spots formed on rough gold and silver surfaces, the hot luminescence from gold nanoflowers composed of a large number of hot spots exhibited excitation-intensity dependence quite similar to the emission spectrum. It was demonstrated that the polarization- and wavelength-dependent hot luminescence of gold nanoflowers can be utilized to realize optical data storage with high density and low energy.