W brand transformation starts in NYC

NEW YORK CITY – Marriott International is using the W New York – Union Square as the launch pad to evolve the now 24-year-old W brand and has revealed the $100 million transformation of the property calling it “an elevated approach to Whatever/Whenever for next-gen travelers.”

The 256-room hotel in the heart of New York City has undergone a room-to-rooftop reinvention with its historic Beaux-Arts architecture stepping into the spotlight, most notably in the Living Room, the brand’s signature take on the hotel lobby showcasing soaring ceilings and intricate moldings.

In a full circle moment, W Hotels turned to Rockwell Group, the firm behind the hotel’s original debut in 2001, to lead the reinvention. This time, David Rockwell and his team looked just outside the front door for inspiration. Drawing from the textures, tones, and ever-changing spirit of Union Square Park, the interiors shift with the seasons and capture the rhythm of the neighborhood itself.

“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,” said 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.”

The W brand is well underway on its multi-year evolution with the transformations of the West Coast flagship W Hollywood, W Austin, W Toronto and W Dallas. It is debuting the W Punta Cana, the brand’s first luxury adults-only, all-inclusive property. It will also be opening the W Budapest, W Florence, W Macau – Studio City, W Prague, W Sao Paulo and W Sydney.

By 2028, 80% of the global portfolio will be fully transformed – including marquee North America properties, such as W Hoboken and the return of the W Las Vegas, alongside upcoming international openings, including W Sardinia – Poltu Quatu, W Naples and W Riyadh – KAFD.

Reimagined entrance

Guests at the W New York – Union Square are welcomed into a world of “clean maximalism, where every detail invites discovery.”

The hotel’s grand staircase has been transformed with a carpet that appears to drip and pool in a cascade of abstract colors, guiding visitors up its curve wrapped in botanicals. This centerpiece is balanced by the contrast of black-and-white houndstooth banquette Welcome Desks, marble floors, and an original mural by artist Shantell Martin.

At the top of the curved staircase, the experience continues into the Living Room and the Living Room Café – the first of its kind for W Hotels. Serving crafted coffee by Devoción by day, the café evolves into a cocktail bar at night.

Steps away lies the hotel’s former ballroom, now transformed into the brand’s signature Living Room, a Beaux-Arts space with original white marble columns, ornate Corinthian capitals, and soaring ceilings with carved rosettes. A palette of greens and blues sets the tone, accented by serpentine velvet benches, petal-inspired chandeliers, and a double-height bar with real botanicals cast in resin with a nod to classic Art Deco-flair. Every detail is meant to evolve with the rhythm of the city, including projected cinematic lighting that shifts from day to night, creating an energetic atmosphere.

The Living Room also hosts weekly curated cultural programming: from live music and DJ sets to intimate talks, pop-up performances, and art activations.

Guest room highlights

In a nature-inspired palette of greens, oranges, and grays, the guest rooms mirror the seasonal changes of Union Square Park through botanical carpeting, curved lacquered walls, ombre wallpaper, drapery, and burnt orange velvet headboards. Tucked in a curvature of the wall, rounded, hunter green tufted couches and circular bronze tables creates space to work or play.

The signature W Hotels bed comes with a pillow-top mattress, while panel temperature controls and Smart TVs provide modern conveniences. Bathrooms include Italian bath products by Davines.

Subtle, clever nods to the city include custom light fixtures that pay tribute to subway entry lamps and bike chains, nightstands inspired by the “Metronome”-esque art installation on Union Square South, side tables with chessboard patterns, and bathrooms with grid line-inspired tiling. Unexpected use of color reinforces the maximalist design, with taxicab-yellow faucet handles in an otherwise hushed bathroom.

At the top, the Penthouse Suite features zones for relaxing, working, and entertaining. Spanning 1,215 square feet, the suite provides city views. Separate living and bedroom areas, a private bar, a seating area, a curved wood bar, and vanity are set against expansive windows.

Seafood brasserie

Opening this fall, Seahorse is a modern seafood brasserie from restaurateur John McDonald and Mercer Street Hospitality – the team behind Lure Fishbar, Bowery Meat Company, Bar Mercer, and Cha Cha Tang. Led by industry veteran Chef John Villa, the menu offers a refined take on seafood and raw bar classics, tapping global influences while staying rooted in seasonality.

Dishes include tuna crudo drizzled with crispy caper parsley oil, Skull Island prawns with burnt lemon and Calabrian chili, and wood oven roasted Shinnecock littlenecks in rich nduja butter. Signature toasts include briny sea urchin crowned with caviar to chilled lobster perched on Old Bay-buttered bread, and garlicky shrimp ajillo served on rustic sourdough. Handmade pastas include spicy Maine lobster cavatelli.

At the bar, cocktails include the bright and botanical Seahorse Martini and the refreshing and effervescent Ideal Unwind. For those seeking a non-alcoholic option, crafted selections include Pamplemouse.

Accessible via its own entrance off a corner of Park Ave South, as well as through the hotel, the 125-seat dining room blends maritime nostalgia with modern polish. Rockwell Group has crafted an environment that features mother-of-pearl inlays, mermaid green tile, yacht-style wood finishes, and a central seafood bar. A moody hand-painted mural by Brooklyn’s En Viu adds depth and atmosphere while paying homage to the city's own seafaring history.

Rooftop, fitness reinvented

Seventeen stories above, Union Square’s only rooftop bar makes its debut – an indoor/outdoor space designed by AvroKO. Tucked behind the hotel’s marquee sign, the aesthetic draws from the art-meets-nightlife institutions such as Andy Warhol’s Factory and Max’s Kansas City, once located just around the corner. The rooftop’s concrete floor pattern echoes the large-scale design of the park below, a poetic nod to the ebb and flow of Union Square’s street life.

The hotel’s former subterranean bar has been transformed into an expansive wellness space, FIT, the brand’s take on the hotel gym, which features the brand’s first in-hotel Peloton Studio, offering five bikes available for guests.

With elongated corridors, striped carpeting, and a woven “14” design, FIT is encased in green and yellow mosaic tile and rubberized flooring paying homage to the nearby 14th Street-Union Square subway station. Post-workout, guests can unwind in a high-design recovery zone, complete with hydro-massage chairs.

Meetings, events spaces

W New York – Union Square offers 2,587 square feet of meeting and event space.

With four versatile Studio rooms, three of which boast views of Union Square, groups can host multiple events conveniently right down the hall.

Furnished with Herman Miller pieces and layered with intentional design details, the Studios balance focus and comfort, inspiring collaboration and creativity. Custom carpets and textured fabrics draw inspiration from the New York sky and the energy of the Union Square Greenmarket.

Guests can also indulge in fresh, creative menu offerings sourced from the local Greenmarket.