Rockwell Group’s redesign of W New York – Union Square marks its 25th anniversary and introduces W Hotels’ new global design direction. Inspired by Union Square Park and the building’s historic Beaux-Arts setting, the refreshed interiors blend heritage with contemporary energy through bold art, sculptural elements, and seasonally inspired palettes, positioning the hotel as a flagship for the brand’s future.
Project Info
Project Name: W New York – Union Square
Location: New York, USA
Architects/Designers: Rockwell Group
Marking 25 years since its original opening, W New York – Union Square has been transformed into a bold statement of renewal, heritage, and forward-looking hospitality. Led once again by Rockwell Group, the redesign not only celebrates a milestone anniversary but also launches W Hotels’ new global design direction, positioning this Manhattan landmark as the flagship for a worldwide rebrand.
The Beaux-Arts Guardian Life Building, home to the newly transformed W New York – Union Square
Set within the historic Beaux-Arts Guardian Life Building, the hotel has long stood as a symbol of modern New York hospitality. Its distinctive four-storey mansard roof, echoing French Second Empire architecture, grounds the building in late-19th-century elegance. For Rockwell Group, returning to this project is deeply personal: the studio designed one of the very first W Hotels in 1998, followed shortly by W New York – Union Square in 2000, just steps from their own offices.
Drawing inspiration from Union Square Park – the cultural and social heart of the neighborhood – the redesign embraces contrast, seasonality, and urban energy. As guests arrive, the transition from city to hotel is choreographed through bold black-and-white houndstooth seating, veined marble floors, and a striking mural by Shantell Martin, whose expressive linework sets an empowering, contemporary tone.
A dramatic asymmetrical staircase becomes a sculptural centrepiece, wrapped in polished metal and animated by a bespoke rug that appears to cascade like liquid color. Referencing Faig Ahmed’s artwork Doubts, the rug’s swirling pattern guides guests upward toward the second-floor check-in, turning circulation into an experience.
The hotel entrance sets the tone with graphic contrasts and a commissioned mural by Shantell Martin
At the core of the hotel lies the Living Room, a double-height space that was once a grand ballroom. Here, historic marble columns and ornate ceilings are preserved and re-energized with a vibrant palette of blues and oranges. A botanical resin bar and a double-height back bar introduce subtle Art Deco glamour, while doors open onto The Living Room Café – a green-toned lounge that brings the park’s foliage indoors, offering Devoción coffee by day and cocktails by night.
The double-height Living Room blends historic architecture with a bold, contemporary palette
A monochromatic green palette brings the seasonality of Union Square Park indoors
On the ground floor, Seahorse, a modern seafood brasserie by John McDonald and Mercer Street Hospitality, adds a culinary anchor to the hotel. Centered around a seafood bar, the restaurant blends zinc, warm wood, mother-of-pearl details, and a maritime-inspired mural by En Viu, celebrating New York’s historic relationship with the sea.
The central seafood bar anchors the space, blending function with sculptural presence
Subtle maritime references are expressed through texture, tone, and crafted detailing
Guestrooms and suites reflect a softer, more intimate interpretation of the neighborhood’s rhythm. Botanical carpets, ombré wall coverings, and lacquered finishes shift from autumnal warmth to spring-like freshness. Spaces are zoned for both work and relaxation, punctuated by bold checkerboard minibars. In the E-Wow suites, gold-to-green gradients in drapery and walls create a luminous, immersive atmosphere, complemented by custom artworks from local artists.
Botanical carpets and ombré walls shift gently between warm and fresh tones
Lacquered surfaces, layered lighting, and custom artwork shape a calm yet expressive interior
A sculpted headboard, checkerboard details, and curated furnishings anchor the room
Bold geometry, marble surfaces, and sculptural lighting turn the bathroom into a refined extension of the guestroom experience
From its flowing staircase to its ombré-lit suites, the renewed W New York – Union Square captures the spirit of its surroundings while embracing the optimism of a new generation of travellers. Rockwell Group’s return is both a tribute and a reinvention, honoring the past while setting a confident course for the future of W Hotels worldwide.
PHOTO CREDIT: Michael Kleinberg
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