The legendary Manhattan landmark has been reborn following a reinvention led by Rockwell Group; W New York – Union Square reopening as the global flagship for the W Hotels brand by combining early 20th-century grandeur with detail-driven contemporary design.
Housed in the former Guardian Life Building, the Beaux-Arts property first became a W Hotel way back in 2001. Now, more than two decades later, the design hotel pioneer has been reimagined from lobby to rooftop, capturing the restless spirit of Union Square and the city at large. Inspiration came directly from the neighbourhood itself, with interiors reflecting the shifting seasons of the park outside, creating spaces that resonate with the famously frenetic pace of New York.
The dramatic entrance makes a statement with a sweeping staircase dressed in cascading abstract carpet, lush botanicals, and an inspired Shantell Martin mural. At its heart, the Living Room sets the tone with marble columns and ornate capitals restored to their former glory, complemented by velvet banquettes, petal chandeliers, and a double-height bar cast with real botanicals. From Devoción coffee in the Living Room Café to DJ sets and cultural activations by night, the space functions as both a lobby and cultural hub.
Guest rooms mirror the colours of Union Square Park, with botanical carpeting, ombré wallpaper, and bold velvet headboards. Playful nods to the city include chessboard tables, subway-lamp fixtures, and yellow faucet handles. The Penthouse Suite delivers panoramic views across Manhattan alongside bespoke furnishings and private bar.
This autumn will see the arrival of Seahorse, a modern brasserie from John McDonald and Mercer Street Hospitality. Expect refined seafood classics such as lobster toasts, tuna crudo, and wood-roasted littlenecks, served in a 125-seat dining room finished with mother-of-pearl inlays and yacht-style woods.
Up above, Union Square’s only rooftop bar pairs far-reaching skyline views with AvroKO design inspired by Warhol’s Factory and the area’s nightlife heritage. Downstairs, FIT introduces the brand’s first in-hotel Peloton studio and a high-design recovery zone, transforming wellness into a ritual.
The reimagined W New York – Union Square is at once a homage to the brand’s origins and a manifesto for its future; audacious, immersive, and unmistakably New York. As general manager Christina Poon comments: “It’s a place where locals and travellers alike can gather, connect, and experience the heart of the city in a way only W Hotels can deliver.”
@wnyunionsquare
@RockwellGroup
W New York – Union Square Photography, courtesy W Hotels.
