W New York - Union Square

New York, NY

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

Selected Press: Architectural Digest

Worm's eye view of W Union Square building signage.

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.

Lobby entrance. — In the lobby, a bold, asymmetrical curved stair is adorned with a bespoke, color-drenched rug that appears to flow down the stairs like swirls of paint, collecting in pools at the check-in area. A mural by the London-born, Los Angeles-based artist Shantell Martin welcomes guests as they enter while backlit glass bricks and the checkered floor patterns reference the geometries of the cityscape.

Detail of living room at W Union Square.

Aerial view of living room furniture atop ombre carpet.

Living room coffee bar at W Union Square.

w union square new york living room interior

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.

Worm's Eye view of ceiling detail. — To tie in with the ceiling’s original rosettes, a chandelier over the bar represents their petals falling into the space. Inflated lanterns reference the park’s lighting and shift from barely-there by day to chic glowing orbs in the evening, while a custom floral cast resin bar volume and a dramatic double-height back bar for a decidedly modern touch.

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.