W Hotels has completed the $100 million transformation of W New York – Union Square, a 256-room property in the heart of New York City. The project reimagined the historic hotel, originally housed in the Guardian Life Building, with updates across rooms, public spaces, dining venues and wellness areas.
“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, SVP 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 transformation includes a redesigned Living Room, inspired by Grand Central Station with an early twentieth-century charm. Weekly curated programming features live music, DJ sets, talks, pop-up performances and art activations. Guest rooms reflect the seasonal changes of Union Square Park through botanical carpeting, curved lacquered walls, ombre wallpaper, drapery and velvet headboards. Rooms feature W signature beds, pillow-top mattresses, panel temperature controls, Smart TVs, Italian bath products by Davines, plush robes and Marshall Bluetooth speakers.
“I’ve watched this transformation unfold from the very beginning and seeing W New York – Union Square come alive is truly special,” said 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.”
Seahorse, a new seafood brasserie, is led by Chef John Villa and the Mercer Street Hospitality team. The restaurant offers Italian and Japanese-inspired seafood, pastas and craft cocktails.
Union Square’s rooftop bar, designed by AvroKO, provides indoor/outdoor seating with skyline views. The former subterranean bar has been transformed into FIT, a wellness space featuring W’s first in-hotel Peloton Studio, hydro-massage chairs and a recovery zone.
Meeting and event spaces total 2,587 square feet with four Studio rooms offering Union Square views, furnished with Herman Miller pieces and flexible technology.