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W New York - Union Square

New York, NY

Grand living room view at W Union Square.

Hotel & Resort

The W New York - Union Square has been a cornerstone of New York’s downtown culture since it first opened in 2000. Located in the historic Guardian Life Building on the Square’s northeast corner, Rockwell Group transformed the grand building into a romantic, light filled conservatory for the brand’s second property, having already developed the W brand design concept for its flagship Lexington Avenue location in 1998 and designing the original Union Square property in 2000.

Client
Project Category
Hotel & Resort
Select Press
W New York Union Square Exterior (3)
When it came time to refresh the property 25 years later, Rockwell Group returned to breathe new life into the beloved location with an invigorating mash-up of the past and present. By bringing modern gestures such as strong geometries, contemporary art and pops of color, together with the building’s Beaux-Arts style architecture, W New York - Union Square distils the essence of its surroundings, itself a place known for performance, play, and social activism, an intersection of neighborhoods, a place for self-expression.

The energy and transformation of the park is mirrored throughout the hotel and restaurant.

W New York Union Square Lobby (5)
W New York Union Square Lobby (3)

In the lobby, a mural by the artist Shantell Martin welcomes guests as they enter while backlit glass bricks and the checkered floor patterns reference the geometries of the cityscape. A bold, asymmetrical curved stair is adorned with a color-drenched rug, inspired by the Faig Ahmed artwork “Doubts,” used with permission, that appears to collect in pools at the check-in area.

Aerial view of living room furniture atop ombre carpet at W Union Square.
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On the second floor, the hotel’s ballroom has been reimagined as a grand living room, where ornate detailing, white marble columns with Corinthian capitals and double-height ceilings are juxtaposed by an energizing palette of blues and oranges and a variety of plush seating that facilitates a myriad of interaction between with friends, family, and other guests.

King Hotel room at W Union Square.
King suite at W Union Square.
EWOW Suite Bathroom at W Union Square.

The seasonality of Union Square Park is reflected in the guestrooms, where a green and orange color palette reflect autumn in the park. Curved lacquered panels soften the architecture and provide a feeling of warmth, creating a sanctuary for private restoration.

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At Seahorse, the hotel's modern seafood restaurant, Rockwell Group created an environment that nods to New York City’s maritime history and Union Square, with its Greenmarket and historic details.

A surrealist 40-foot-long mural by the Brooklyn studio En Viu pays tribute to the city’s deep-rooted fishing culture while also nodding to its evolution into an energetic metropolis ever since. With meticulous strokes, the canvas comes alive with a whimsical composition of tidal lines and mystical sea creatures.

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  • “What remains clear is the brand’s distinctive mix of pared-back maximalism and unconventional drama.”

    Architectural Digest Architectural Digest logo.

  • “W Hotels elevates the brand into its luxury era.”

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