{"id":104949,"date":"2025-09-10T04:50:49","date_gmt":"2025-09-10T04:50:49","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&#038;p=104949"},"modified":"2025-10-14T14:37:37","modified_gmt":"2025-10-14T14:37:37","slug":"inside-w-new-york-union-square-reopening","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/inside-w-new-york-union-square-reopening\/","title":{"rendered":"GRAZIA Travel Guide: New York City \u2014 Inside the W Union Square Reopening, A New Chapter for a New York Landmark"},"content":{"rendered":"<figure id=\"attachment_104961\" aria-describedby=\"caption-attachment-104961\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-104961\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day.png\" alt=\"Photo courtesy of W Hotels\" width=\"1280\" height=\"720\" srcset=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day.png 1280w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day-300x169.png 300w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day-1024x576.png 1024w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day-768x432.png 768w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day-400x225.png 400w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Day-155x87.png 155w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-104961\" class=\"wp-caption-text\">Photo courtesy of W Hotels<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/graziamagazine.com\/me\/articles\/guide-new-york-city\/\">New York<\/a> thrives on reinvention, but it does not always forgive it. The city remembers everything \u2014 every club that mattered, every restaurant that flamed out, every hotel that promised to be the \u201cnew\u201d center of gravity. To reopen in this city is to reintroduce yourself with a new vocabulary, and on a warm September evening, <a href=\"https:\/\/w-hotels.marriott.com\/destinations\/new-york-union-square\/\" target=\"_blank\">W New York &#8211; Union Square<\/a> did exactly that.<\/span><\/p>\n<p><span style=\"font-weight: 400\">After a $100 million transformation by Rockwell Group, the iconic Beaux-Arts building at Park Avenue South and 17th Street has reopened as something more than a hotel. It has returned as a cultural salon, a neighborhood anchor, and a stylish declaration that the W brand \u2014 born in New York over two decades ago \u2014 has matured without losing its audacity.<\/span><\/p>\n<h2><b>A Cast Worth the Stage<\/b><\/h2>\n<p><span style=\"font-weight: 400\">On September 5, opening night began at <a href=\"https:\/\/www.seahorsenyc.com\/\" target=\"_blank\">Seahorse<\/a>, W Union Square&#8217;s\u00a0seafood brasserie, where a star-studded crowd gathered to celebrate the monumental reopening of the New York Landmark. Among those in attendance was <a href=\"https:\/\/graziamagazine.com\/articles\/michelle-williams-mary-janes\/\">Michelle Williams<\/a>, who slipped quietly into the dining room, her presence as understated as ever. At the bar, Jane Krakowski was in high spirits, her quick wit cutting through the clink of glasses. <a href=\"https:\/\/graziamagazine.com\/us\/articles\/who-is-lucien-laviscount-emily-in-paris\/\">Lucien Laviscount<\/a>, sharply tailored, drew his share of attention, while <a href=\"https:\/\/graziamagazine.com\/articles\/ella-emhoff-signed-to-img-models\/\">Ella Emhoff<\/a> leaned into her downtown nonchalance.<\/span><\/p>\n<figure id=\"attachment_104954\" aria-describedby=\"caption-attachment-104954\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-104954\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318036-scaled-e1757449937648.jpg\" alt=\"\" width=\"1280\" height=\"1657\" \/><figcaption id=\"caption-attachment-104954\" class=\"wp-caption-text\">Michelle Williams &#8211; Photo by Jason Lowrie \/ BFA<\/figcaption><\/figure>\n<figure id=\"attachment_104953\" aria-describedby=\"caption-attachment-104953\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-104953\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318018-scaled-e1757449827393.jpg\" alt=\"\" width=\"1280\" height=\"989\" \/><figcaption id=\"caption-attachment-104953\" class=\"wp-caption-text\">Ella Emhoff, Michelle Williams &#8211; Photo by Jason Lowrie \/ BFA<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Upstairs in the Living Room, Hari Nef was spotted gliding through the crowd with her usual ease, part performer, part observer. Moses Sumney carried a quieter pull, magnetic without effort, while Tyler Mitchell, camera nowhere in sight, still scanned the room with a photographer\u2019s eye.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Then Susanne Bartsch made her entrance \u2014 less arrival and more statement \u2014 reminding everyone that nightlife here remains theater, and she, one of its defining directors.<\/span><\/p>\n<figure id=\"attachment_104955\" aria-describedby=\"caption-attachment-104955\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-104955\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-scaled.jpg\" alt=\"\" width=\"1280\" height=\"1024\" srcset=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-scaled.jpg 2560w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-300x240.jpg 300w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-1024x819.jpg 1024w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-768x614.jpg 768w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-1536x1229.jpg 1536w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-2048x1638.jpg 2048w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-400x320.jpg 400w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7319424-155x124.jpg 155w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-104955\" class=\"wp-caption-text\">Hari Nef &#8211; Photo by Jason Lowrie \/ BFA<\/figcaption><\/figure>\n<figure id=\"attachment_104956\" aria-describedby=\"caption-attachment-104956\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-104956\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695.jpg\" alt=\"\" width=\"1280\" height=\"854\" srcset=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695.jpg 8103w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695-300x200.jpg 300w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695-1024x683.jpg 1024w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695-768x512.jpg 768w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695-1536x1025.jpg 1536w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695-400x267.jpg 400w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/BFA_50867_7318695-155x103.jpg 155w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-104956\" class=\"wp-caption-text\">W Hotel New York &#8211; Union Square &#8211; Photo by Jason Lowrie \/ BFA<\/figcaption><\/figure>\n<h2><b>The Living Room, Reimagined<\/b><\/h2>\n<p><span style=\"font-weight: 400\">The heart of the W Union Square is its Living Room. Once a ballroom, now reimagined as a Beaux-Arts salon, it shows off marble columns, Corinthian capitals, velvet banquettes, and petal-shaped chandeliers. Rockwell\u2019s design feels opulent but not nostalgic, rooted in the building\u2019s history while attuned to the present.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A double-height bar lined with resin-encased botanicals anchors the room, glowing by night. By day, Devoci\u00f3n coffee fuels the new Living Room Caf\u00e9; after dark, cinematic projections and a full slate of programming \u2014 from live music to art talks \u2014 turn the space into Union Square\u2019s latest cultural hub.<\/span><\/p>\n<figure id=\"attachment_104957\" aria-describedby=\"caption-attachment-104957\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-104957\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night.png\" alt=\"\" width=\"1280\" height=\"720\" srcset=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night.png 1280w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night-300x169.png 300w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night-1024x576.png 1024w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night-768x432.png 768w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night-400x225.png 400w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Living-Room-Night-155x87.png 155w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-104957\" class=\"wp-caption-text\">Photo courtesy of W Hotels<\/figcaption><\/figure>\n<h2><b>Design That Listens<\/b><\/h2>\n<p><span style=\"font-weight: 400\">The building dates back to 1911, originally built for Guardian Life Insurance. For its latest chapter, Rockwell Group created interiors that feel as observant as they are expressive. A palette of greens, oranges, and grays nods to Union Square Park\u2019s seasonal shifts, while details point directly to the neighborhood: subway-lamp light fixtures, chessboard side tables, grid-patterned tiles, and even faucet handles in taxicab yellow. <\/span><span style=\"font-weight: 400\">It\u2019s not theming so much as texture \u2014 subtle layers that root a global brand firmly in New York.<\/span><\/p>\n<figure id=\"attachment_104959\" aria-describedby=\"caption-attachment-104959\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-104959\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse.png\" alt=\"\" width=\"1280\" height=\"720\" srcset=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse.png 1280w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse-300x169.png 300w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse-1024x576.png 1024w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse-768x432.png 768w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse-400x225.png 400w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Seahorse-155x87.png 155w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-104959\" class=\"wp-caption-text\">Photo courtesy of W Hotels<\/figcaption><\/figure>\n<h2><b>Seafood, With a Wink<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Downstairs, restaurateur John McDonald and chef John Villa have opened Seahorse, an eatery that feels both refined and playful. The menu leans coastal but with a New York sensibility: lobster cavatelli arrives with a subtle kick, while seafood crudo is crisp and bright, a nod to the Greenmarket just a few blocks away. The dining room, with its mother-of-pearl inlays, yacht-style wood finishes, and mermaid-green tiles, balances maritime nostalgia with uptown polish. It\u2019s the rare hotel restaurant designed to be both a neighborhood fixture and a destination in its own right.<\/span><\/p>\n<figure id=\"attachment_104960\" aria-describedby=\"caption-attachment-104960\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-104960\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof.png\" alt=\"\" width=\"1280\" height=\"720\" srcset=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof.png 1280w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof-300x169.png 300w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof-1024x576.png 1024w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof-768x432.png 768w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof-400x225.png 400w, https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2025\/09\/Roof-155x87.png 155w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-104960\" class=\"wp-caption-text\">Photo courtesy of W Hotels<\/figcaption><\/figure>\n<h2><b>Above the Square<\/b><\/h2>\n<p><span style=\"font-weight: 400\">The rooftop bar, designed by AvroKO, is a smaller, more intimate gesture, but no less potent. With concrete floors patterned to mirror Union Square below and interiors that nod to Warhol\u2019s Factory and Max\u2019s Kansas City, the rooftop feels less like a hotel amenity and more like a knowing reference to the city\u2019s artistic past. At golden hour, with the skyline stretched in every direction, it is easy to imagine the rooftop becoming the kind of place where stories \u2014 social, cultural, romantic \u2014 begin.<\/span><\/p>\n<h2><b>A Return, Not a Replica<\/b><\/h2>\n<p><span style=\"font-weight: 400\">What makes the reopening notable isn\u2019t the $100 million price tag or even the guest list, but the fact that W Union Square has re-entered the city as a character in its own right. When it first opened in 2001, it helped define the idea of lifestyle hospitality \u2014 part social hub, part design experiment, part cultural stage. Nearly 25 years later, it returns not as a replica but as a more assured version of itself.<\/span><\/p>\n<p><span style=\"font-weight: 400\">On opening night, as conversations drifted from the Living Room to the rooftop, it was clear: W Union Square is once again a place to gather, to watch, to be seen. A hotel bold enough to try shaping New York\u2019s cultural rhythm \u2014 and, for now, managing to pull it off.<\/span><\/p>\n","protected":false},"author":42743,"featured_media":104961,"template":"","format":"standard","categories":[38,16,6511],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v20.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inside the W Union Square Reopening: A New Landmark<\/title>\n<meta name=\"description\" content=\"The W New York \u2013 Union Square reopens after a $100M renovation, blending Beaux-Arts heritage with bold design, dining, and nightlife.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graziamagazine.com\/us\/articles\/inside-w-new-york-union-square-reopening\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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