Architecture and vision: honoring a historic legacy
Housed in the magnificent Beaux-Arts style Guardian Life Building completed in 1911, the hotel’s transformation spotlights its historic architecture.
In a full circle moment, W Hotels turned to Rockwell Group, the visionary firm behind the hotel’s original debut in 2001, to lead the reinvention. Drawing from the textures, tones, and ever-changing spirit of Union Square Park, the interiors shift with the seasons and capture the electric rhythm of the neighborhood itself.
“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,” says George Fleck, Senior Vice President and Global Brand Leader, W Hotels.
The heart of the hotel: A magnetic downtown hideaway
Guests are welcomed into a world of clean maximalism and discovery.
- The striking entryway features a dramatic contrast of black-and-white houndstooth banquette Welcome Desks, gleaming marble floors, and a captivating original mural by renowned artist Shantell Martin.
- The experience continues into the Living Room. The brand’s signature take on the hotel lobby, which begins at the Living Room Café, the first of its kind for W Hotels, serving expertly crafted coffee by Devoción by day and evolving into a lively cocktail bar by night.
- The space, formerly the ballroom, is now the brand’s signature Living Room, featuring original white marble columns, ornate Corinthian capitals, and a double-height bar with real botanicals cast in resin.
- The Living Room will host weekly curated cultural programming, from live music and DJ sets to intimate talks and art activations.
Elevated accommodations: residential style with urban edge
The 256 guest rooms mirror the seasonal changes of Union Square Park with a nature-inspired palette of greens, oranges, and grays.
Rooms feature botanical carpeting, curved lacquered walls, and lush burnt orange velvet headboards.
Subtle nods to the city include custom light fixtures that pay tribute to subway entry lamps and bike chains, and nightstands inspired by the “Metronome”-esque art installation on Union Square South.
The Penthouse Suite, spanning 1,215 square feet, provides unparalleled city views, a bespoke curved wood bar, and a generously sized seating area.
Seahorse: a new Seafood brasserie
Opening this fall, Seahorse is a modern seafood brasserie from restaurateur John McDonald and Mercer Street Hospitality.
Led by industry veteran Chef John Villa, the menu offers a refined take on seafood and raw bar classics with global influences.
The 125-seat dining room, accessible via its own entrance off Park Ave South, features maritime nostalgia with mother-of-pearl inlays, mermaid green tile, and a dramatic central seafood bar.
The menu is anchored by pristine seafood, with dishes like Skull Island prawns with burnt lemon and Calabrian chili and spicy Maine lobster cavatelli.
Rooftop, wellness, and events
The hotel also debuts three key areas designed for modern luxury:
- Rooftop Bar: Union Square’s only rooftop bar, an intimate indoor/outdoor space designed by AvroKO, is tucked behind the hotel’s iconic marquee sign. It draws inspiration from legendary art-meets-nightlife institutions like Andy Warhol’s Factory.
- FIT (Gym): The former subterranean bar has been transformed into an expansive wellness space featuring the brand’s first in-hotel Peloton Studio with five bikes. It also includes a high-design recovery zone with hydro-massage chairs.
- Meetings & Events: The 2,587 square feet of meeting and event space, called Studio rooms, are thoughtfully furnished and offer custom carpets and textured fabrics inspired by the Union Square Greenmarket.
This transformation not only honors the brand’s rich legacy but also propels W Hotels confidently into the future, with 80% of the global portfolio scheduled to be fully transformed by 2028.
Article source : https://news.marriott.com/news/2025/09/04/w-hotels-unveils-a-tone-setting-transformation-for-w-new-york-union-square
