W Hotels has reopened its New York Union Square property following a $100m (£74m) renovation of the 256-room site.
The redevelopment of the Beaux-Arts building, originally completed in 1911, was led by architecture and design firm Rockwell Group, which was also behind the hotel’s original debut in 2001. The project marks part of a wider multi-year refresh across the W Hotels portfolio.
The work includes the redesign of guest rooms, a reimagined lobby space known as the Living Room, and the launch of a rooftop bar and seafood brasserie. The property also features a new 1,215 sq ft penthouse suite with separate living and bedroom areas, and city views across Manhattan.
The former ballroom has been converted into a bar and lounge, while a café serving coffee by day and cocktails by night has been introduced. The hotel’s wellness facilities have been expanded with a new gym featuring Peloton equipment and hydro-massage chairs.
The restaurant, Seahorse, is scheduled to open later this autumn under restaurateur John McDonald and Mercer Street Hospitality. It will be led by chef John Villa and serve seafood-focused dishes alongside a new cocktail menu.
Christina Poon, general manager of W New York – Union Square, said: “This reinvention is about more than design – it’s about breathing new life into a historic landmark, strengthening its connection to the neighbourhood, and creating moments that resonate with every guest.”
The Union Square hotel is one of several W properties undergoing transformation, including sites in Hollywood, Austin and Toronto.
By 2028, Marriott Bonvoy – which owns W Hotels – expects 80% of the brand’s global portfolio to have been renovated.
