Situated at 201 Park Avenue South and overlooking the Big Apple’s Union Square Park is the W New York, Union Square. The global flagship for a portfolio of vibrant, luxury hotels across the globe, since opening its doors at the turn of the Millennium, this New York property located at Manhattan’s core has been the cornerstone for the Marriott brand.
Attached to Union Park Square, the location sits at the intersection for a variety of popular neighbourhoods, including Greenwich Village, the Flatiron District, Chelsea, and the East Village. Whilst on the hotel’s doorstep, Union Park Square is one of the city’s most beloved public spaces, which has hosted public gatherings for over a century, including the first Labor Day parade in the United States in 1882.
The hotel
The location sits at the intersection of a variety of popular neighbourhoods including Greenwich Village, the Flatiron District, Chelsea, and the East Village
Framing views of the famous skyline, the W brand established its very first home in this protected landmark building of Beaux-Arts architecture. Previously the hedonistic headquarters for the Marriott hotel brand, since a full renovation in 2024 which totalled at around $100 million; the guest experience today leans towards a persona imbued with wellness and design, and a modern, playful spirit.
Inside the hotel is a new lease of energy from the Rockwell Group. Celebrating the original architecture of the building, fusing the grand limestone façade with a modern-day energy of the W brand, the designers were tasked to reimagine the rooms and suites for today’s W guest, including an underground gym whilst restoring art-deco elements from decades gone by.
Rooms and suites
With picture-postcard views, there is an undeniably exciting sense of place at W New York, Union Square
With picture-postcard views, there is an undeniably exciting sense of place at W New York, Union Square. The interiors could choose to take a step back and let the city vista take centre stage. The recent redesign, however, sees the design concept work as hard: from the famous W beds I adore love sinking into, to a strong block colour palate of burnt orange and teal with the distinctive Art Deco aspects.
Strong geometric details sit alongside the contemporary ethos that welcomes a variety of artwork across the walls in honour of the city’s creative soul. At 45 square metres, the ‘Fantastic’ suite channels the cool, contemporary feel of a New York City studio apartment, while the 81-square-metre ‘WOW Suite’ hits the sweet spot for those seeking a little more room. A separate living area creates a greater sense of space, while those famous city views flood the suite with natural light.
The 2025 transformation of the Manhattan hotel saw the redesign across the entire 256 rooms and suites. Marking a 25-year partnership with The Rockwell Group, who have crafted the design identify, the colours and concept seen across each private space is sympathetic to the ever-changing seasonality of Union Square: from the colour palette and textures that evolve throughout the year.
Stepping up to 113 square metres, the ‘Extreme WOW Suite’ pairs sweeping skyline views with connecting-room options, making it particularly well suited to larger groups. Crowning the accommodation at W Union Square is the Penthouse, which brings together the hotel’s signature design features in one expansive suite, dressed in contemporary artwork and generous living spaces that offer plenty of room to spread out in style.
Food and drink
On the ground floor, the W Union Square’s new restaurant Seahorse stood out as a particular highlight
On the ground floor, the W Union Square’s new restaurant Seahorse stood out as a particular highlight. Catering to both hotel guests and New York diners, this smart new dining space is an elegant addition to the neighbourhood. A celebration of New York’s oyster farming heritage that took place among the waters surrounding the city, the 162-seat space, inclusive of a seafood bar, features an elegant maritime design with wooden details against hues of blue, inclusive of handmade, mermaid-tail-green scalloped tiles and pearl accents throughout.
A nod to New York’s nautical past, the seafood brasserie welcomes hotel guests for breakfast each morning to a space (that instead of simply feeling like an unloved extension of the hotel) to a popular and elegant dining destination loved by locals and visitors alike. The waitress advised that the avocado on toast was already a signature hit, and it did not disappoint. Meanwhile, for brunch, the cocktail trolley is wheeled across the polished wooden floor filled with Bloody Marys, frozen martinis and Champagne bellinis paired with dishes that include the smoked salmon tower, Norwegian eggs benedict and golden baked pancakes.
The Living Room Bar and Lounge welcomes guests throughout the day for coffees and pastries to cocktails in the evening
The Living Room Bar and Lounge welcomes guests throughout the day for coffees and pastries to cocktails in the evening. One of the most exciting additions to the property that the renovation welcomed is the Guardian rooftop bar. Opening in March this year, the newly built bar on the 22nd floor sets the stage for panoramic views of the park directly below and towards the downtown skyline beyond. With its name taken from the Guardian Life Insurance that once occupied the building, it is a new golden hour hotspot that can be enjoyed year-round with a retractable glass roof.
Spa and wellness
The former underground bar (now up on the 22nd floor) is where the W Hotel Union Square’s fitness and wellbeing hub is now located. Let’s be clear, there is no subterranean spa hidden down here. Hotel guests, however, can take advantage of a substantial gym, open 24 /7 with personal training on hand. I decided to explore the HydroMassage technology adjacent. The hotel’s answer to rest and recovery, these two high-tech massage chairs use pressurized jets for a modern alternative massage experience; also, a great tool to take advantage of after a long day of walking around Manhattan.
What to do
Situated in the heart of an urban island, the Big Apple is at guests’ fingertips, conveniently situated at the intersection of a variety of vibrant neighbourhoods. The meeting point of Union Square, Flatiron, Gramercy, Greenwich Village and the East Village, we leisurely walked towards Central Park and the MET. Whilst on the doorstep of the hotel is the Union Square Market: a showcase of local producers. Also within a 15-minute walk away from the hotel is the iconic Flatiron building and Madison Square Park, ensuring the city makes a grand impression just a few blocks from the hotel.
Situated in the heart of an urban island, the Big Apple is at guests’ fingertips, conveniently situated at the intersection of a variety of vibrant neighbourhoods
In a nutshell
Situated at the meeting point of a variety of New York neighbourhoods, the obvious appeal of the W Hotel, Union Square, is its location in the heart of the iconic city that never sleeps. At home on a square that has long been a catalyst for culture and community, the W Hotel’s recent renovation, which now features a new rooftop bar and a dazzling seafood restaurant, will continue to keep the storied spirit of Union Square alive.
Factbox
Address: 201 Park Ave S, New York, NY 10003, United States,.
Phone: +1 212-253-9119
Website: marriott.com/en-us/hotels/nycnu-w-new-york-union-square
All imagery credit: W New York