W New York Union Square reveals $100M makeover

W New York Union Square has completed a comprehensive USD $100 million renovation, representing one of the most ambitious transformations in the brand’s history. As one of Marriott International’s flagship properties, the 256-room hotel has long held a special place in Manhattan, not only for its distinctive Beaux-Arts architecture but also as the birthplace of the W Hotels brand more than two decades ago. The redesign marks a new chapter for the property, reintroducing it as both a luxury accommodation and a cultural destination at the heart of Union Square.

The project reimagines nearly every aspect of the hotel, from guest rooms and public spaces to its dining concepts and wellness facilities. Led by Rockwell Group, which also designed the original in 2001, the renovation draws inspiration from the changing textures and natural rhythms of Union Square Park. Highlights include the introduction of Union Square’s only rooftop bar, the opening of Seahorse seafood brasserie, the launch of W Hotels’ first in-hotel Peloton Studio, and a dramatic reworking of the brand’s signature Living Room space. Together, these updates signal not just a revitalisation of the New York property but also a continuation of W Hotels’ global brand evolution.

Living Room receives dramatic overhaul

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The hotel’s signature Living Room space has been completely reimagined within the building’s former ballroom. W New York Union Square’s Living Room now showcases the property’s Beaux-Arts architecture, featuring original white marble columns, ornate Corinthian capitals, and soaring ceilings with carved rosettes.

A rich palette of greens and blues defines the space, complemented by serpentine velvet benches and petal-inspired chandeliers. The double-height bar incorporates real botanicals cast in resin, whilst projected cinematic lighting shifts from day to night. The Living Room at W New York Union Square will host weekly cultural programming including live music, DJ sets, and art activations.

Guest rooms embrace botanical design

All guest rooms at W New York Union Square have been redesigned with a nature-inspired palette reflecting the seasonal changes of Union Square Park. The 256 rooms feature botanical carpeting, curved lacquered walls, and burnt orange velvet headboards, creating a connection to the surrounding neighbourhood.

Custom design elements throughout W New York Union Square pay homage to New York City, including light fixtures inspired by subway entry lamps, nightstands referencing the Metronome art installation, and grid line-inspired bathroom tiling. The Penthouse Suite spans 1,215 square feet with separate living areas, a private bar, and panoramic Manhattan views.

Seahorse restaurant opens this autumn

W New York Union Square will open Seahorse, a modern seafood brasserie from restaurateur John McDonald and Mercer Street Hospitality, opening this autumn. Chef John Villa leads the kitchen, offering refined seafood and raw bar classics with global influences whilst maintaining seasonal focus.

The 125-seat restaurant features its own entrance from Park Avenue South alongside hotel access. Rockwell Group designed the dining room with maritime elements including mother-of-pearl inlays, mermaid green tile, and yacht-style wood finishes. The central seafood bar serves as the focal point, with a hand-painted mural by Brooklyn’s En Viu adding atmospheric depth.

A new rooftop bar 17 floors up

W New York Union Square introduces Union Square’s only rooftop bar, Guardian, positioned 17 stories above street level. AvroKO designed the intimate indoor-outdoor space, drawing aesthetic inspiration from legendary New York art and nightlife venues including Andy Warhol’s Factory and Max’s Kansas City.

Guardian rooftop at W New York Union Square will feature concrete flooring that echoes the design patterns of Union Square Park below, when it opens later this month. Positioned behind the hotel’s iconic marquee sign, the space offers skyline views and serves as a venue for golden-hour cocktails and evening entertainment.

Wellness facilities expand significantly

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The wellness offering at W New York Union Square has been substantially enhanced with the transformation of the former subterranean bar into FIT, the brand’s signature gym concept. This marks the launch of W Hotels’ first in-hotel Peloton Studio, featuring five bikes available for guest use.

FIT at W New York Union Square incorporates design elements paying tribute to the nearby 14th Street-Union Square subway station, including green and yellow mosaic tile and striped carpeting. A high-design recovery zone with hydro-massage chairs complements the workout facilities.

Global brand transformation continues

The W New York Union Square renovation forms part of W Hotels’ multi-year brand evolution. The transformation coincides with ongoing renovations at W Hollywood, W Austin, W Toronto, and W Dallas, alongside recent openings including W Budapest, W Florence, and W Sydney.

By 2028, W Hotels plans to have 80% of its global portfolio fully transformed, including marquee North America properties such as W Hoboken and the return of W Las Vegas. International expansion continues with upcoming openings including W Sardinia, W Naples, and W Riyadh.