W Union Square in New York City just received $100 million in bread machine, and a stylish rooftop bar
After a $100 million redesign, New York-Union Square is back on business, baby.
To complete the Gargantuan remodel, W Hotel excavated Rockwell Group (the team that originally designed the property when it opened in 2001) and called new life into the 1911 Beaux Arts building, which has 256 rooms.
From the moment guests enter the property, the new hotel is shocking: the lava-like carpet flows down a twisted staircase that takes people into New York W Brave New World – Union Square.
The focus in the updated W is on the living room, as Marriott shared in the project’s statement, “the timeless design buzzes with a distinctly modern pulse that inspires curiosity and expands the world.” The chic living room draws design inspiration from the Grand Central Station, providing a public space for locals and travelers to relax on the grounds of a treasure coffee or craft cocktail and small plates.
Like Grand Central Station, New York City is in the reimagining of the property, especially the reimagining of Union Square itself, which is most of the design inspiration just a few steps from the hotel’s entrance.
“This is a reimagining that stems from the bold spirit of New York City,” said George Fleck, senior vice president and global brand leader at W Hotels, in the statement. “With a deep layered interior, dynamic programming, and an unapologetic viewpoint, the hotel captures everything W Hotels stands for: Energy, Edge and our clear sense of iconic style, an inspiring story worth sharing.”
After absorbing the living room cafe in a meal at Seahorse, the hotel’s new seafood restaurant comes from John McDonald and Mercer Street Hospitality (buzzing bait fish buckets), which is a must. There, chef John Villa serves dishes like Skull Island prawns with lemon and Calabrian peppers, shrimp ajillo, rustic sour bread and pasta like Maine lobster Cavatelli. In the restaurant, pay attention to ocean-inspired details such as mermaid green tiles and murals from En Viu in Brooklyn.
On the 17th floor, W is now home to the only rooftop bar in Guardian Rooftop Union Square. Perched behind the letters of the “W Union Square” letter, the bar has a retractable roof that allows for seasonality while still providing scenic views around. Inspired by “art and nightlife institutions” like Andy Warhol’s factory, the bar has a moody atmosphere and cocktails and is sure to be a new “IT” location for every crowd.
For hotel guests, walking into the room may be more like entering Central Park, as the space features beautiful floral carpets, gradient wallpapers and hunter green sofas. But don’t let the natural elements fool you, this hotel is now technically new: Smart TVs, panel temperature control and Marshall Bluetooth speakers can be found on the waiting technology. It looks close and you may find nods from other sleepless cities, including board-inspired side tables (you’ll see chess players waiting for the game throughout Union Square) and yellow taxi-colored faucets in the bathroom.
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Like the Union Square outpost, the W Hotel brand is in a season of change. The brand’s latest vacancy is known for its loud, if not the style of face, but it discovers a more modern way to make it maximally bold while being more popular and open to everyone (read: a scene that makes everyone welcome, not just cool kids). The redesign of Union Square is a perfect example, as is the Nashville Country style.
This can also be felt in the hotel’s Fit Gym, which features a Peloton studio and recovery area with Hydromassage chairs that provide a post-workout feel. The brand claims that health has indeed become the “cornerstone” of modern luxury goods, so it is the “rewrite script” of the entire appropriate philosophy.
Last year, Marriott CEO Anthony Capuano told TPG that he was very excited about the brand, saying: “We have a great direction and motivation with W.”
As for W New York-United Square, it is indeed significant. But of course, in true TPG style, we won’t give it a full signature until one of our reporters hits the pillow with the head.
How to book
Prices for New York W – Union Square starts at $623 per night and is at the end of 2025, but prices are as low as $498 in January and February. Marriott Bonvoy members can book award nights as low as 62,000 per night. However, most nights are located between 80,000 and 100,000 points, thanks to Bonvoy’s dynamic pricing system.
Booking with the right Marriott credit card with the same name can help you get enough points in this new Stunner. But if you get the right card right now, you can snap up a huge welcome bonus to help you get one or two award nights.
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