Discover the Exciting New Era of W Hotels: Redefining Luxury Lifestyle Experiences

Walking into the newly revamped W New York – Union Square, your eyes are drawn in every direction. Just past the entrance, colorful murals by Shantell Martin display her unique black marker art, filled with abstract faces and floating letters against a bright white background.

Ahead lies a stunning curved staircase. Its carpet features flowing patterns in warm tones of orange, cream, and rust that invite you to explore more. The design includes hanging floral arrangements and eye-catching glass-block walls that shimmer with backlighting behind the welcome desks.

This hotel transformation stems from a four-year, $100 million renovation that took place after Marriott International acquired the property in 2019. The hotel, originally opened in 2000, is part of a broader effort by the W brand to update its look and feel.

Sohrab Parakh, the hotel’s marketing director, explained, “Many W hotels are evolving. We’re redesigning to embrace a new brand ethos.” The first W hotel opened in Midtown Manhattan in 1998, setting a trend with its modern aesthetics and vibrant nightlife. The brand is now embracing a fresh image, removing whimsical room names like “Fabulous” in favor of straightforward descriptions like “Standard Guest Room.”

The W New York – Union Square is the oldest W property, and according to George Fleck, senior vice president of the brand, it serves as a motif for what W aims to become. By 2028, the company plans for over 80% of its hotels to align with this updated vision.

The renovation was managed by the Rockwell Group, which drew inspiration from Union Square Park. Highlights of the design include fixtures inspired by subway lamps and side tables that echo the park’s chess players. Faucets in the bathrooms are painted a bright, taxi yellow, reflecting New York’s iconic style.

Upcoming additions to the hotel include a rooftop bar, set to launch later this fall, and a redesigned Living Room lounge. Parakh envisions the Living Room as a hub for culture, hosting events from poetry slams to game nights. A nearby café serves coffee during the day and transforms into a nighttime bar, aiming to create spaces for locals and visitors alike.

The hotel’s restaurant, Seahorse, offers a seafood-centric menu and opens onto Park Avenue South, blending seamlessly with the neighborhood vibe. Parakh emphasized the hotel’s intention to foster a sense of community in an ever-evolving New York City.

Experts note that this shift in approach is crucial as lifestyle hotels have become increasingly popular. Makarand Mody, a hospitality marketing professor at Boston University, pointed out that early brands like W set the standard when travelers were looking for more unique experiences. However, as the market has grown, new competition has emerged, leading some legacy brands like W to work hard to reclaim their distinctiveness.

Bjorn Hanson, an industry consultant and NYU professor, believes that many lifestyle brands must focus on being unique in today’s crowded market. “Travelers are looking for experiences, not just a stylish room,” he said.

Fleck adds that W is expanding its live music series to create more engaging experiences for guests. “Today’s travelers prioritize community and purpose over luxury,” he stated, aiming for the hotel to be not just a place to stay, but a destination full of experiences that resonate with people’s lives.

This renovation signals not just a fresh start for W, but a commitment to adaptability in a fast-changing hospitality landscape.



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