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After a $100,000 million redesign, the W New York — Union Square is back in business, baby.
To complete the gargantuan remodel, W Hotels tapped the Rockwell Group (the team that originally designed the property when it opened in 2001) to breathe new life into the 1911 beaux arts building that houses 256 rooms.
From the moment guests enter the property, the new hotel is striking: A lava-like carpet flows down a twisted staircase that ushers people into the brave new world of the W New York — Union Square.
The focus in the updated W is the Living Room, where, as Marriott shared in a statement about the project, “timeless design hums with a distinctly modern pulse that ignites curiosity and expands worlds.” Taking design inspiration from Grand Central Station, the chic Living Room area offers locals and travelers a communal place to unwind with a Devocion coffee or craft cocktail and small plates.
Like Grand Central Station, New York City served as much of the design inspiration across the property’s reimagining, especially pieces of Union Square itself, which is just steps from the hotel entrance.
“It’s a reimagination rooted in the audacious spirit of New York City,” George Fleck, senior vice president and global brand leader of W Hotels, said in the statement. “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.”
After imbibing at the Living Room Cafe, a meal at Seahorse — the hotel’s new seafood restaurant from John McDonald and Mercer Street Hospitality (the folks behind the buzzy Lure Fishbar) — is a must. There, chef John Villa serves up dishes like Skull Island prawns with burnt lemon and Calabrian chili, shrimp ajillo on rustic sourdough bread, and pastas like Maine lobster cavatelli. In the restaurant, be on the lookout for sea-inspired details like mermaid green tiles and a mural by Brooklyn-based En Viu.
Up on the 17th floor, the W is now home to the only rooftop bar in Union Square, Guardian Rooftop. Perched behind the letters of the “W Union Square” marquee, the bar has a retractable roof to allow for seasonality, while still offering scenic views all around. Inspired by “art-meets-nightlife institutions” such as Andy Warhol’s Factory, the bar has a moody vibe and cocktails, and is sure to be a new “it” spot for every type of crowd.
For hotel guests, stepping into a room might feel more like stepping into Central Park as the space features beautiful floral carpeting, ombre wallpaper and hunter green couches. But don’t let the nature elements fool you, this hotel is now up to date on technology: Smart TVs, panel temperature controls and Marshall Bluetooth speakers can be found waiting. Look close and you might find other nods to the City That Never Sleeps, including chessboard-inspired side tables (you’ll see chess players waiting for a match throughout Union Square) and yellow taxicab-colored faucets in the bathroom.
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Like the Union Square outpost, the W Hotel brand has been in a season of change. While famous for its loud, if not in-your-face, style of design, the brand’s more recent openings have found a more modern way to be maximal and bold, while feeling more welcoming and open to all (read: a scene that feels welcoming of all and not just the cool kids). The Union Square redesign is the perfect example, as is the country-chic W Nashville.
This can also be felt in the hotel’s Fit gym, which features a Peloton studio and recovery zone with hydromassage chairs for a post-workout feel-good. Wellness, the brand claims, is truly becoming “a cornerstone of modern luxury,” so it’s “rewriting the script” of the entire Fit philosophy.
Last year, Marriott CEO Anthony Capuano told TPG that he was very excited about the brand, stating, “The direction and the momentum we have with W is pretty remarkable.”
As for W New York — Union Square, it looks remarkable, indeed. But of course, in true TPG style, we won’t give it a full sign-off until one of our reporters’ heads hits the pillow.
How to book
Rates at the W New York — Union Square start at $623 per night through the end of 2025 but can be found as low as $498 in January and February. Marriott Bonvoy members can book award nights starting as low as 62,000 points per night. But thanks to Bonvoy’s dynamic pricing system, the majority of nights sit between 80,000 and 100,000 points.
Booking with the right cobranded Marriott credit card can help you earn plenty of points at this new stunner. But if you get the right card now, you could snag a hefty welcome bonus to help you earn an award night or two.
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