W Hotels unveils transformation of W New York – Union Square

W Hotels, part of Marriott Bonvoy’s portfolio, has announced a $100 million reimagination of W New York – Union Square, a 256-room hotel in New York City.

 

The hotel, located in the former Guardian Life Building, features a reimagined lobby with soaring ceilings, intricate moldings, and early twentieth-century charm.

 

The hotel's interiors are inspired by Union Square Park, with a nature-inspired palette and a Penthouse Suite offering city views.

 

The hotel also features a modern seafood brasserie, Seahorse, and a rooftop bar.

 

The hotel's former subterranean bar has been transformed into an expansive wellness space, FIT, featuring the brand's first in-hotel Peloton Studio.

 

 The hotel also offers 2,587 square feet of meeting and event space, with four Studio rooms with views of Union Square.

 

 The studios are furnished with Herman Miller pieces and layered with intentional design details, ensuring collaboration and creativity.

 

“W New York – Union Square holds a special place in our global portfolio. It is at the heart of our brand, powered by the pulse of our birthplace, New York City. This is where our story began, and this global flagship reintroduction is about more than honoring our legacy – it’s about leading the next chapter of what a luxury lifestyle brand can be,” says George Fleck, Senior Vice President and Global Brand Leader, W Hotels. “This transformation reflects years of global brand work – evolving our design ethos, elevating the meaning of Whatever/Whenever, amplifying emotion per square foot, and embracing an immersive, culture-forward perspective. 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. It’s a reimagination rooted in the audacious spirit of New York City, and a bright beacon of how W Hotels continues to be a true catalyst of culture on the global stage from Abu Dhabi to Aspen, Barcelona to Bogota, and Sardinia to Sydney. We’re proud to bring this legendary landmark back – not as a replica of what it was, but as a bold expression of what’s next.”

 

“I’ve watched this transformation unfold from the very beginning and seeing W New York – Union Square come alive is truly special,” says Christina Poon, General Manager, W New York – Union Square. “This reinvention is about more than design – it’s about breathing new life into a historic landmark, strengthening its connection to the neighborhood, and creating moments that resonate with every guest. From the Living Room to Seahorse and Heroes, each detail reflects the building’s history while capturing the energy, creativity, and spirit of Union Square. It’s a place where locals and travelers alike can gather, connect, and experience the heart of the city in a way only W Hotels can deliver.” -TradeArabia News Service