Hotel of the Week: W New York – Union Square Reopens After Major Rockwell Group Revise
After the firm conceived the original interiors 20 years ago, they've now renovated the iconic New York City property in a bold, art-filled fashion
When the original W New York – Union Square first opened in 2000, it quickly garnered acclaim as a buzzy gathering spot for the city’s glitterati who came for the “see and be seen” atmosphere at Rande Gerber’s subterranean cocktail lounge or Todd English’s chic restaurant. The landmark building, with its distinct Beaux Arts facade and towering signage punctuating the mansard roof, stood proudly as a neighborhood icon and as only the second location of the now prolific W brand, it set the stage for things to come.
Designed by famed architect and designer David Rockwell, the hotel implemented a new benchmark for hospitality in the city and beyond. Now, more than 20 years later, Rockwell and his team have revisited the site, transforming the spaces with the studio’s cinematic flair that has elevated other groundbreaking destinations, like the SLS Barcelona, Fontainebleau Las Vegas, and La Tête d’Or, as well as myriad theater and Oscar stages.
“I always say that Rockwell Group has grown up alongside W, so it’s been a thrill and an honor to be asked to reimagine the hotel as it has grown, expanded, and evolved,” says Rockwell, whose transformation of the interiors debuts the new W brand design concept developed by Rockwell Group for Marriott. “Our new designs are provocative, thoughtful, and risk-taking, with sophisticated and eclectic storytelling. Hospitality today is about authentic, connected, and purposeful experiences, and it was incredible to get to translate that using all of the tools and knowledge that we have gained in the past 25 year since our first iteration.”
Drawing inspiration from Union Square itself, the designers infused the spaces with art, energy, color, and a pervading sense of vivaciousness that echos the pulse of one of Manhattan’s most vibrant areas. “Union Square was—and is—a place for self-expression,” says Rockwell. “It transitions with the seasons and with the decades, bringing fresh colors, ideas, and cultures, so we knew that our interiors had to reflect that vibrancy. The color palette reflects the wonderful sense of the personality of the city—the attitude and distinct humor.”
Through the front doors, guests first encounter a floor to double-height ceiling mural by Shantell Martin, its black-and-white geometries juxtaposing a striking freeform runner that pools in a rainbow of colors at the base of an asymmetrical stair. Dynamic works of art punctuate unexpected corners—from a digital installation in the elevators to the E-Wow suites, where the moodier palette of the hotel is changed to lighter, spring-like tones with dynamic pieces adding electrifying pops. Corridors offer a unique canvas to rising talents who crafted site-specific murals, done in conjunction with the Union Square Partnership, an organization that commissions the public works that elevate the neighborhood.
“The hotel’s artwork is inspired by the forms and motifs of the architecture; the movement, culture, and connection of the nearby subway lines; the city’s distinctive grid and maps, which have provided artists with inspiration for decades; and the city’s legacy of street art, and the abstract expressionism that was born of its ubiquitous influence,” suggests Rockwell. “We hope every piece is a delight discovery that connects guests back to their immediate environment.”
For dining options, guests can choose from the seafood brasserie Seahorse—a 162-seat, park-facing establishment by restaurateur John McDonald and Mercer Street Hospitality that nods to the city’s maritime history with a mirrored seafood bar, scallop-shape tiles, deep blue palette, and mother-of-pearl accents, or the more intimate Living Room Café, a Devoción coffee lounge that morphs into a sultry evening cocktail spot with plush velvet seating and dramatic details. A set of doors open to the adjoining Living Room, a former ballroom turned gathering space with dramatic ceilings emphasized with Corinthian columns, petal-inspired chandeliers, contemporary art installations, and preserved period details.
Of course, the W boasts a jaw-dropping rooftop bar designed by AvroKO. Nestled behind the iconic sign 17 stories above the park, the hotspot nods to the look of Union Square below and pays homage to the city’s famous art-world hangouts, like Max’s Kansas City and Andy Warhol’s Factory.
“W New York – Union Square is a powerful statement of where the W Hotels brand is headed. As our global flagship, it establishes a design language that is both rooted in its surroundings and unafraid to be expressive,” says George Fleck, Global Brand Leader at W Hotels. “Every detail, from serpentine banquettes in the Living Room to botanical patterns inspired by Union Square’s iconic farmers’ market, is crafted to spark a sense of discovery. That philosophy will carry through to W Hotels worldwide – from the sweeping curvature of W Hollywood to the landmark arrival of W Prague, and the new energy we’ll soon unveil in Naples and beyond. W New York – Union Square is not just a design statement; it’s a creative blueprint that reaffirms our commitment to design as experience, art as catalyst, and spaces that ignite curiosity for the next generation of luxury travelers.”