W New York – Union Square has reopened its doors following a $100m transformation led by Rockwell Group.
More than 20 years after envisioning the hotel’s original scheme, the New York-based firm has returned to usher the Beaux-Arts style property into a new era. Drawing from the textures, tones and spirit of Union Square Park, the interiors shift with the seasons and capture the electric rhythm of the neighbourhood itself.
“W New York – Union Square holds a special place in our global portfolio. It is at the heart of our brand, powered by the pulse of our birthplace, New York City. This is where our story began, and this global flagship reintroduction is about more than honouring our legacy – it’s about leading the next chapter of what a luxury lifestyle brand can be,” says George Fleck, Senior Vice President and Global Brand Leader, W Hotels. “This transformation reflects years of global brand work – evolving our design ethos, elevating the meaning of Whatever/Whenever, amplifying emotion per square foot, and embracing an immersive, culture-forward perspective.
Upon entry, guests are welcomed by the hotel’s iconic grand staircase, which has been transformed with a maximalist carpet that appears to drip and pool in a cascade of abstract colours, guiding visitors up its elegant curve wrapped in lush botanicals. This poses a stark contrast with black-and-white houndstooth banquette Welcome Desks, marble floors and an original mural by artist Shantell Martin.
At the top of the curved staircase, the experience continues into the Living Room Café – the first of its kind for W Hotels. Serving Devoción coffee by day, the café seamlessly evolves into a lively cocktail bar as night falls. Steps away lies the hotel’s former ballroom, now transformed into the brand’s signature Living Room, with original white marble columns, ornate Corinthian capitals and soaring ceilings with carved rosettes. A rich palette of greens and blues sets the tone, accented by serpentine velvet benches, petal-inspired chandeliers and a double-height bar with real botanicals cast in resin as a nod to classic Art Deco-flair. Every detail is meant to evolve with the rhythm of the city, including projected cinematic lighting that shifts from day to night, creating an atmosphere that pulses with energy.
Adorned with a nature-inspired palette of greens, oranges and greys, the guestrooms mirror the seasonal changes of Union Square Park through botanical carpeting, curved lacquered walls, ombre wallpaper, drapery and lush burnt orange velvet headboards. Rounded, hunter green tufted couches and circular bronze tables are tucked in an inviting curvature of the wall.
Every detail in each guestroom and suite is designed to strike the perfect balance of comfort and character. The signature W Hotels bed with a pillow-top mattress invites a restful night’s sleep, while panel temperature controls and Smart TVs bring ease and modern convenience. In the bathrooms, Italian bath products by Davines and plush robes elevate daily rituals, and Marshall Bluetooth speakers set the soundtrack of the stay. Custom light fixtures pay tribute to subway entry lamps and bike chains, while nightstands are inspired by the ‘Metronome’-esque art installation on Union Square South, and side tables feature chessboard patterns. Unexpected use of colour reinforces the maximalist design, with taxicab-yellow faucet handles.
At the top, the 1,215ft2 Penthouse Suite comprises separate living and bedroom areas, a private bar, generous seating area, bespoke curved wood bar and striking vanity set against expansive windows.
Seahorse is a modern seafood brasserie from restaurateur John McDonald and Mercer Street Hospitality. The 125-cover dining room blends maritime nostalgia with modern polish with mother-of-pearl inlays, mermaid green tile, yacht-style wood finishes and a dramatic central seafood bar. A moody hand-painted mural by Brooklyn’s En Viu adds depth and atmosphere while paying homage to the city’s own seafaring history. Led by industry veteran Chef John Villa, the menu offers a refined take on seafood and raw bar classics, tapping global influences while staying rooted in seasonality.
Seventeen stories above is an intimate indoor/outdoor space designed by AvroKO – the only rooftop bar in Union Square. Tucked behind the hotel’s iconic marquee sign, the aesthetic draws from the legendary art-meets-nightlife institutions such as Andy Warhol’s Factory and Max’s Kansas City. The rooftop’s concrete floor pattern echoes the large-scale design of the park below, a poetic nod to the ebb and flow of Union Square’s street life.
The W Hotels brand is also reimagining its FIT philosophy alongside the refurb. The property’s former subterranean bar has been transformed into an expansive wellness space, FIT, the brand’s take on the signature hotel gym, which features the brand’s first in-hotel Peloton Studio, offering five bikes available for guests. With elongated corridors, striped carpeting and a woven “14” design, FIT is encased in green and yellow mosaic tile and rubberised flooring paying homage to the nearby 14th Street-Union Square subway station. There is also a high-design recovery zone, complete with hydro-massage chairs.
W New York – Union Square offers 2,587ft2 of meeting and event space including four versatile Studio rooms – three of which boast views of Union Square – thoughtfully furnished with Herman Miller pieces and layered with intentional design details. Custom carpets and textured fabrics draw inspiration from the New York sky and the lively energy of the Union Square Greenmarket, while virtually limitless technology keeps every meeting seamlessly connected. Guests can also indulge in fresh, creative menu offerings sourced from the Greenmarket, ensuring that each event is as vibrant and dynamic as the neighbourhood itself.
“With deeply layered interiors, dynamic programming and an unapologetic point of view, this hotel captures everything W Hotels stands for: energy, edge, and our unmistakable signature sense of style, inspiring stories worth sharing,” concludes Flack. “It’s a reimagination rooted in the audacious spirit of New York City, and a bright beacon of how W Hotels continues to be a true catalyst of culture on the global stage from Abu Dhabi to Aspen, Barcelona to Bogota, and Sardinia to Sydney. We’re proud to bring this legendary landmark back – not as a replica of what it was, but as a bold expression of what’s next.”
