Beaux-Arts Landmark Gets an Update at W New York–Union Square

Opening Shot is a column that peeks inside new hotels, restaurants, bars, and shops with dreamy interiors.

W NEW YORK – UNION SQUARE
Designer: Rockwell Group
Location: New York City

On Offer: The former Guardian Life Building has anchored Union Square since 1911, its Beaux-Arts façade watching the neighborhood evolve through decades of demonstrations, farmers’ markets, and cultural shifts. W New York–Union Square has occupied the landmark since 2001, introducing design by Rockwell Group, which returned to reimagine the 256-room property.

The renovation preserves the building’s essential architecture—including ornate moldings and dramatic proportions—while contemporary interventions introduce references to Union Square, from graphic black-and-white moments to warmer tones pulled from the park.

In guest rooms, the Union Square connection becomes even more evident. Velvet headboards anchor the sleeping areas, while nightstands feature black-and-gold patterns pulled from the Metronome installation at Union Square South. Chessboard tables nod to the park’s lively chess scene. Corridor carpets draw from the Union Square Partnership’s public art program, which commissions seasonal murals throughout the neighborhood.

Standout Features: The ground-floor lobby sets the tone with Shantell Martin’s monochromatic line drawings—large-scale works that bring the London-born artist’s signature energy to the entrance. A curved metal stair leads up to the Living Room, where the former ballroom now functions as the W New York–Union Square‘s social hub. White marble columns with Corinthian capitals anchor the double-height space, while velvet seating in jewel tones creates pockets for conversation. Original ceiling rosettes frame a custom chandelier above the bar, and video art wraps the perimeter.

Seahorse, the 162-seat restaurant from Mercer Street Hospitality, channels maritime nostalgia with scallop-shaped tiles, wood paneling, and yacht-inspired flooring. The rooftop by AvroKO takes a more theatrical approach, layering mossy-green textiles with floor patterns that echo the park’s stonework.