W Hotels Is Reintroducing Itself—and Union Square Is the Proof Point
Following a $100 million redesign, W New York–Union Square returns as the brand’s global flagship, marking a shift from nightlife-driven energy to a more mature, culture-led luxury lifestyle positioning.
Living Room at W Union Square
The story of W Hotels began in New York City, where the very first W Hotel opened in 1998 on Lexington Avenue. A second location followed soon after, this time in Union Square. Today, the brand counts more than 70 hotels around the world. But when was the last time you visited one of them?
As recently as 10 years ago, W Hotels was known for its over-the-top parties, DJ nights in the lobby, and a festive, playful atmosphere. If a W was in your city, it was undoubtedly the place to be on a Friday night. But times have changed—and the brand’s reason for existing has, too.
The Lexington Avenue property is no more, making W New York–Union Square, which opened in 2000, the oldest W in the system and, by default and by design, the brand’s global flagship. The hotel has just completed a massive $100 million transformation, but it wasn’t only about getting a new look; it was about becoming something new.
“The transformation wasn’t just about getting a fresher look,” Alexander Fish, the hotel’s director of operations, told Luxury Travel Report. “It was about making a point.”
That point is bigger than one New York address. Over the past decade, the lifestyle category has exploded—new flags, new micro-brands, new “vibes” everywhere. W, once the template, risked becoming a legacy reference. The Union Square reboot is meant to be the clearest sign yet that W’s second act is underway: less “models and bottles,” more culture-forward energy with luxury-level delivery.
Renovations began in April 2023, with the full unveiling landing in September 2025. Highlights include a newly built rooftop—designed to operate year-round for dining and drinks—with sweeping Manhattan views, plus a reworked public-space mix that’s designed to pull locals back in, not just overnight guests. Rooms are larger, and the key count has been reduced to 256 to make that possible—another tell that the “party hotel” era is being traded for a more elevated, linger-worthy product.
The new vision is signed by Rockwell Group—the firm behind the hotel’s original debut—returning to lead the reinvention. This time, the design draws inspiration from just beyond the front door. Drawing on the textures, tones, and ever-changing spirit of Union Square Park, the interiors nod to the seasons in New York and the neighborhood’s street-level rhythm. Subway cues show up in lighting and mosaic references; taxi-cab yellow appears in small, knowing hits; the whole thing reads as maximalist, but more tailored than chaotic.
While little remains of the original design, one thing has not changed: the colors, the boldness, and, of course, the audacity. But the audacity is now aimed at service, not just spectacle.
“We are always going to be a fun brand. But we’re now more mature. We’re going to provide top-tier luxury service, but without the white gloves. We’re not going to be stuck-up—we’re going to be personable,” said Fish.
“Twenty years ago, our guests were going out and staying out late, but now that same guest prefers a great cocktail, created by a star mixologist and enjoyed in a special setting. That’s why we’ve placed so much focus on the food and beverage offering, with a brand-new rooftop, a beautiful cocktail lounge, and a restaurant developed in partnership with a successful local operator. We’re still having a great time, but in a more refined environment.”
When asked whether the hotel’s look had become outdated enough to justify such an extensive overhaul, Fish didn’t hesitate.
“It’s the W brand as a whole that had become outdated. The transformation of the flagship property marks the beginning of a new era for W Hotels, plain and simple. We started here at Union Square, but this is only the launch.”
Now that W New York–Union Square has been completely transformed, several other properties across the portfolio are undergoing similar reinventions, including W Austin, W Hollywood, and W Hoboken. And W has set dates for its ambition: by 2028, the brand expects the vast majority of its global portfolio to reflect the refreshed standards, with more openings and reimaginings in the pipeline.
“We can’t wait for people to say, ‘W is in a new place right now,’” concluded Fish.
