W Hotels, part of the Marriott Bonvoy portfolio, has reopened the W New York – Union Square following a $100 million transformation.
The 256-room hotel is housed in the former Guardian Life Building, a Beaux-Arts-style property completed in 1911. W Hotels turned to Rockwell Group, the firm behind the hotel’s original debut in 2001, to lead the renovation. For the new look, David Rockwell and his team drew inspiration from Union Square Park.
“W New York – Union Square holds a special place in our global portfolio,” said George Fleck, SVP/global brand leader, W Hotels. “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 honoring our legacy—it’s about leading the next chapter of what a luxury lifestyle brand can be. 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. 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. 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.”
The hotel’s grand staircase has been transformed with a carpet that appears to drip and pool in a cascade of abstract colors, while the lobby features black-and-white houndstooth banquette Welcome Desks, marble floors and an original mural by artist Shantell Martin.
At the top of the curved staircase is the hotel’s former ballroom, which has been transformed into the brand’s signature Living Room, a Beaux-Arts space featuring original white marble columns, Corinthian capitals and ceilings adorned with carved rosettes. A 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 with a nod to classic Art Deco flair. Also featured is the Living Room Café, the first of its kind for W Hotels.
Featuring a nature-inspired palette of greens, oranges and grays, the guestrooms feature a design inspired by the seasonal changes of Union Square Park through botanical carpeting, curved lacquered walls, ombre wallpaper, drapery and burnt orange velvet headboards.
At the top, the Penthouse Suite spans 1,215 sq. ft. and includes separate living and bedroom areas, a private bar, a seating area and a bespoke curved wood bar.
A new restaurant, Seahorse—from restaurateur John McDonald and Mercer Street Hospitality—will open this fall, while Union Square’s only rooftop bar, designed by AvroKO, makes its debut. The hotel’s former subterranean bar has been transformed into the FIT wellness space. The property’s 2,587 sq. ft. of meeting and event space features custom carpets and textured fabrics that draw inspiration from the New York sky and the Union Square Greenmarket..
“I’ve watched this transformation unfold from the very beginning and seeing W New York – Union Square come alive is truly special,” said Christina Poon, GM, W New York – Union Square. “This reinvention is about more than design. It’s about breathing new life into a historic landmark, strengthening its connection to the neighborhood and creating moments that resonate with every guest. Each detail reflects the building’s history while capturing the energy, creativity and spirit of Union Square. It’s a place where locals and travelers alike can gather, connect and experience the heart of the city in a way only W Hotels can deliver.”
