New York: W Hotel Union Square Unveils Its $100 Million Transformation
The W Hotels brand, part of the Marriott Bonvoy portfolio, has completed its largest undertaking in New York to date: a full renovation of the W New York - Union Square, with an investment of approximately $100 million. Set in the historic Guardian Life building, inaugurated in 1911, the hotel underwent a complete transformation from the lobby to the rooftop, reopening as a flagship that embodies the brand's global evolution.
The Living Room/ Photo: Marriott HotelsDesign and Culture
The renewed vision, led by the Rockwell Group, draws inspiration from the nearby Union Square Park, blending the original Beaux-Arts architecture with bold contemporary design. The Living Room - the hotel's lobby, was rebuilt with high ceilings, marble columns, and a dynamic modern design. The space also functions as a cultural hub featuring live performances, DJs, art events, and discussions.
Rooms and Guest Experience
All 256 rooms and suites have been redesigned with curved lines, ombré wallpapers, colors inspired by the adjacent park's seasons, and distinct New York touches, such as subway-station-inspired lighting fixtures. Rooms feature W Signature beds, Italian toiletries by Davines, and Marshall speakers. The presidential suite (1,215 square feet) offers a panoramic view, a private bar, and custom-designed interiors.
The Penthouse Suite/ Photo: Marriott HotelsNew Restaurant and Rooftop Bar
The hotel introduces Seahorse, a modern seafood brasserie led by Chef John Villa and the Mercer Street Hospitality team, set to open this fall. The menu features seasonal dishes such as tuna crudo, shrimp with Calabrian chili, and fresh pastas.
On the 17th floor, a new rooftop bar designed by AvroKO offers an intimate indoor-outdoor space with unique views of the Manhattan skyline.
The basement has been transformed into a state-of-the-art FIT wellness area, featuring the brand's first Peloton studio alongside a recovery area with hydro-massage chairs. The hotel also provides 2,587 square feet of space for work and events, inspired by Union Square's local market.
W Hotels highlights this as part of a broad strategy: by 2028, approximately 80% of their global portfolio will undergo similar transformations, including properties in Los Angeles, Austin, Toronto, Budapest, Sydney, Riyadh, and Naples.