Header: Michael Kleinberg
Twenty-five years ago, Rockwell Group helped define a new era of hospitality with the design of the W New York – Union Square. Now, the renowned architecture and design studio has returned to the same historic building to launch the next chapter for the W Hotels brand.
Situated inside the Guardian Life Building, a Beaux-Arts landmark with a distinct French-style roof, the hotel has long been a key part of the neighbourhood. For David Rockwell and his team, this project is personal. Their offices are just steps away, making this renovation a true homecoming. Marriott International commissioned this update to serve as a flagship, setting the tone for a global refresh of W Hotels. The goal was to respect the building’s history while making it feel ready for a new generation of travellers.
Capturing the energy of the park
The design team looked directly across the street for inspiration. Union Square Park is a place of contrasts, where historic architecture meets modern street life, and farmers’ markets sit next to contemporary art. The new interior design reflects this mix. Upon entering the hotel, guests move from the busy street into a space that feels energetic yet structured. The arrival area features a bold contrast of black and white, seen in the houndstooth fabric on the seating and the veined marble floors. To make an immediate impact, the team commissioned artist Shantell Martin to create a large mural that sets a creative tone the moment you walk through the doors.
A staircase that flows like spilt paint
Moving further into the hotel, the architecture takes a sculptural turn. A large, curved staircase with polished metal edges dominates the space. It features a custom rug that looks like swirls of spilt paint flowing down the steps. The designers drew inspiration for this piece from an artwork called “Doubts” by Faig Ahmed. The colours in the rug pool together at the bottom near the check-in area, catching the eye and leading guests up to the second floor.
On this upper level lies the Living Room. Once a ballroom, this double-height space now serves as the hotel’s social heart. The room is alive with a palette of blue and orange. While the original marble columns and ornate ceilings remain, new elements add a modern touch. A resin bar filled with dried botanicals and plants acts as a centrepiece, backed by a tall display that nods to Art Deco style. Through a set of doors, guests find the Living Room Café. This lounge and workspace uses different shades of green to bring the park indoors, serving Devoción coffee in the morning and cocktails in the evening.
Dining at Seahorse
The ground floor houses a new dining venue called Seahorse. This 130-seat modern seafood brasserie is a partnership with restaurateur John McDonald and Mercer Street Hospitality. The space is warm and inviting, using wood panelling and mother-of-pearl accents to create a comfortable atmosphere. A central seafood bar with a zinc top anchors the room. The walls feature a mural by the art collective En Viu depicting scenes from New York’s maritime history, adding a layer of storytelling to the dining experience.
Rooms with seasonal flair
In the private quarters, the design shifts to reflect the changing seasons of New York. The colour palettes in the guestrooms move from the warmth of autumn to the freshness of spring. These themes appear in the botanical patterns on the carpets and the wall coverings that fade from one colour to another. The designers organised each room into clear zones for working and relaxing, with a bold checkerboard minibar serving as a visual anchor. In the larger E-Wow suites, the drama increases with curtains and walls that grade from gold to green, creating a unique play of light. Custom artwork throughout the rooms continues the hotel’s focus on local culture.
The renovation of W New York – Union Square is a full-circle moment for Rockwell Group. By blending the neighbourhood’s vibrant energy with preserved historic details and bold new art, the studio has created a space that feels both familiar and entirely new. This flagship project charts a fresh path for the W brand, offering a dynamic experience for visitors while celebrating the spirit of Union Square.
