The W is reminiscent of your early aughts in New York City. You probably sipped your first martini there and thought you were very downtown. And you probably didn’t think it would make your “must” list a quarter of a century later, but here we are. After a $100 million makeover, the OG of cool is back, and sharper than ever.
The Original “It” Hotel
When W New York – Union Square first opened in 2000, it basically invented the concept of the lifestyle hotel: moody lighting, DJ nights, and a lobby that doubled as a nightclub. It was the kind of place that made you feel like you were part of something electric. Fast forward 20-plus years, and the newly reborn W New York – Union Square is ready for its second act.
The Beaux-Arts building, once home to the Guardian Life Insurance Company, still has that stately early 1900s grandeur, but now it hums with the pulse of modern New York. The Rockwell Group, the same design firm that did the original, came back for round two, drawing inspiration straight from Union Square Park. The result is a property that feels grounded in the city’s history, yet very much of the now.
The Living Room, Reimagined
At the heart of the transformation is the Living Room, W’s irreverent take on the traditional hotel lobby. It’s Grand Central Station meets cocktail lounge, and a showstopping Beaux-Arts space with original white marble columns, ornate Corinthian capitals, and soaring ceilings with carved rosettes. By day, the new Living Room Café fuels freelancers and fashion assistants with Devoción coffee. By night, it’s back to its roots: a bar scene with expertly mixed cocktails and projected cinematic lighting. The space also doubles as a cultural hub, with weekly DJ sets, intimate performances, and art activations.
Guest Rooms
Upstairs, the 256 rooms are the design equivalent of New York in spring: colorful, energetic, and somehow cohesive amid the chaos. Subtle design details nod to the city in clever ways. Custom light fixtures echo the glow of subway entry lamps and the curve of bike chains. Nightstands take their cue from the “Metronome” art installation on Union Square South, while side tables reference the park’s chessboards. Even the bathrooms get the New York treatment, with gridline-inspired tile and faucet handles in unmistakable taxicab yellow. The Penthouse Suite is a sprawling 1,215-square-foot perch with skyline views. It is essentially your dream Manhattan apartment: private bar, statement vanity, plush couches, and amazing natural light.
Seahorse: The New Hot Table
Earlier this fall, the hotel will debuted its new restaurant, Seahorse. It’s a modern seafood brasserie from John McDonald (of Lure Fishbar fame) and Chef John Villa. The menu features chic, coastal comfort food: tuna crudo with crispy capers, wood-oven-roasted littlenecks in nduja butter, and lobster toasts on Old Bay–buttered bread. The space, also designed by Rockwell Group, features a mural by Brooklyn artist En Viu, yacht-style wood finishes, and mother-of-pearl inlays. Locals will be pleased to know there’s a separate entrance on Park Ave South, for when you want the scene, not the lobby selfie.
Up on the Roof
Just when you thought Union Square couldn’t get more social, the W added its first rooftop bar, designed by AvroKO (the same team behind W Prague and W Hoboken). The look nods to the creative chaos of Andy Warhol’s Factory. It’s intimate, stylish, and built for evening cocktails.
The Gym
In classic W fashion, even the gym has a backstory. The hotel’s old basement bar is now FIT, a next-gen wellness space that feels more like a boutique club. There’s the first-ever in-hotel Peloton Studio, plus a sleek recovery zone with hydro-massage chairs. The green and yellow mosaic tile nods to the 14th Street subway.
Photos courtesy of W New York – Union Square
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FAQs:
Q: When did The W New York – Union Square originally open?
A: The W New York – Union Square originally opened as a hotel in the year 2000.
Q: When did the Seahorse restaurant open at The W New York – Union Square?
A: Seahorse restaurant officially opened on Wednesday, September 24, 2025, inside the W New York – Union Square.
Q: What is the price range for staying at the W New York – Union Square?
A: Room rates at the W New York – Union Square typically range from around $92 to $450+ per night, depending on room type, season, and availability.
