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W Hotels Unveils $100 Million Union Square Flagship After Rockwell-Led Overhaul

The move signals a broader push to upgrade most W properties by 2028.

Overview

  • The 256-room hotel in the 1911 Beaux-Arts former Guardian Life Building was redesigned by Rockwell Group, which also created the original 2001 scheme.
  • New dining and nightlife include Seahorse, a seafood brasserie from John McDonald’s Mercer Street Hospitality opening this fall, and an intimate rooftop bar by AvroKO.
  • Public spaces center on a reimagined Living Room with a day-to-night café-bar, high ceilings, and restored architectural details such as marble columns and Corinthian capitals.
  • Guest experience updates feature in-room Nespresso machines and Dyson hair dryers, refreshed bathrooms with Italian products and Bluetooth speakers, and sustainability shifts that replace single-use plastics with hydration stations.
  • Wellness and events were expanded with a FIT gym including a Peloton Studio and 2,587 square feet of tech-enabled meeting space, as W charts further transformations including W Hollywood, W Hoboken, and the return of W Las Vegas.