One of NYC’s Most Iconic Hotels Just Reopened After a $100 Million Makeover — And It’s Everything You’d Expect

Union Square just got a major style upgrade. After two years of renovations and a jaw-dropping $100 million investment , the W New York – Union Square has officially reopened, reclaiming its place as the brand’s global flagship and a downtown destination for both travelers and locals. Housed in the historic Beaux-Arts Guardian Life Building from 1911, the hotel’s transformation is equal parts luxury, drama, and downtown energy. The grand staircase now dazzles with a swirling, color-drenched carpet that leads into the Living Room , the hotel’s signature lobby space. By day, it’s a café serving Devoción coffee ; by night, it becomes a cocktail hub with DJ sets, pop-ups, and art activations , making it as much a cultural spot as a hotel lobby. Guest rooms lean into a maximalist-meets-Union Square vibe , featuring velvet headboards, curved lacquered walls, ombré wallpaper, and playful nods to the city — from chessboard side tables to taxi cab-yellow faucet handles. The Penthouse Suite spans 1,215 square feet with wraparound city views, a private bar, and multiple lounging zones, making it a truly show-stopping New York hideaway. Dining just got a major glow-up too. The new Seahorse brasserie from John McDonald (Lure Fishbar, Bar Mercer) offers seafood-forward dishes like tuna crudo, lobster toasts, and Skull Island prawns , all in a luxe maritime-inspired space with mother-of-pearl details and sweeping views of Park Avenue. Seventeen stories above, Union Square’s only rooftop bar debuts as an indoor/outdoor perch with skyline views, golden-hour cocktails, and a nod to the neighborhood’s art-and-nightlife heyday — think Warhol’s Factory meets modern downtown glamour. Fitness and wellness fans aren’t left behind either. The former subterranean bar is now FIT , W’s next-gen gym featuring the brand’s first in-hotel Peloton studio and a hydro-massage recovery zone for post-workout luxury. The reopening of W New York – Union Square isn’t just a hotel relaunch — it’s a downtown experience, blending historic architecture, bold design, and the unmistakable energy of Union Square. For a closer look at rooms, dining, and the new rooftop, check out the W New York – Union Square’s website for more. Source: https://secretnyc.co/w-new-york-hotel-union-square-100-million-renovation/