W Hotels, part of Marriott International’s luxury portfolio, has unveiled the bold reinvention of its iconic W New York – Union Square, marking a new chapter for the brand’s global flagship. Following a $100 million transformation, the 256-room property reclaims its place as a cultural cornerstone in the city where W Hotels first launched over two decades ago.
A Historic Landmark Reimagined
Housed in the Beaux-Arts style Guardian Life Building, originally completed in 1911, the hotel’s redesign pays homage to New York’s architectural grandeur while embracing W’s signature edge. Inspired in part by Grand Central Station, the new Living Room (W’s take on the hotel lobby) features soaring ceilings, intricate moldings, and a dramatic staircase wrapped in abstract carpeting and lush botanicals.
Guest rooms reflect the seasonal shifts of Union Square Park, with botanical carpeting, ombre wallpaper, velvet headboards, and curved lacquered walls. Each room is outfitted with W signature beds, Smart TVs, Italian bath amenities by Davines, and Marshall Bluetooth speakers.
New Culinary and Wellness Experiences
The transformation introduces Seahorse, a seafood brasserie led by Chef John Villa, offering refined takes on raw bar classics with global influences. The restaurant will debut later this season with its own entrance off Park Avenue South.
The hotel’s former subterranean bar has been reimagined as FIT, W’s signature wellness space, offering expansive fitness facilities. Coming soon is Union Square’s only rooftop bar, tucked behind the hotel’s marquee sign, designed for golden-hour cocktails and skyline views.
A Flagship for the Future of Luxury Lifestyle
“This global flagship reintroduction is about more than honouring our legacy – it’s about leading the next chapter of what a luxury lifestyle brand can be,” said George Fleck, Senior Vice President and Global Brand Leader, W Hotels.
The redesign reflects W’s evolved brand ethos: immersive, culture-forward, and unapologetically expressive. Weekly programming will include live music, DJ sets, pop-up performances, and art activations, reinforcing the hotel’s role as a dynamic social hub.
“This reinvention is about breathing new life into a historic landmark,” added Christina Poon, General Manager, W New York – Union Square. “Every detail reflects the building’s history while capturing the energy, creativity, and spirit of Union Square.”
With layered interiors, bold programming, and a renewed sense of place, W New York – Union Square sets the tone for W Hotels’ global evolution from Abu Dhabi to Aspen, Barcelona to Bogota, and Sardinia to Sydney.
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