Review: W New York – Union Square

Why book?

Some hotels feel like hideaways, and others feel like the center of the action; this Beaux-Arts Manhattan landmark captures the best of both worlds.

Set the scene

Union Square is one of New York’s most vibrant crossroads where the gloss of uptown meets the grit of downtown, and since opening in 2001, the W New York – Union Square has been an unofficial living room to the neighborhood’s coolest denizens: Think European gallerists pouting over cappuccinos and fashion publicists fielding phone calls in vintage Dries Van Noten. An enormous floating staircase greets you in the lobby, and a technicolor, metamorphic rug appears to be flow down its stairs and through the check-in area, pulling your interest upstairs to the hotel’s soaring Living Room. In the very same room where Gossip Girl filmed a pivotal fashion show scene for Season 1, you’ll now find serpentine couches, intimate socializing areas, and a bar that offers cappuccinos by day and cocktails by night. Here, perhaps more than any other W Hotel in the world, the brand’s central Living Room concept feels most fully realized. When you’re here, you’re really a part of the Union Square community.

The backstory

This is the second W Hotel ever, and is now the oldest in the world (the original Lexington Avenue location has since closed). In the 2000’s, the W Union Square was a vanguard of the city’s boutique lifestyle hotel movement, and its legendary Underbar nightclub was as tough a door as any. As the years marched on, however—and as culture changed, and as travelers’ expectations changed—the W Union Square lost a bit of its luster. But thanks to a multiyear glow-up overseen by David Rockwell (whose office is across Union Square, and who designed the hotel the first time around, as well), the hotel is poised for a glamorous new chapter. It now serves as the flagship of W Hotels’ global brand transformation.

The rooms

The original W Union Square emerged at a time when boutique hotels were smaller and darker. Not the case anymore. After twenty years of living and working on Union Square, Rockwell has brought an electric new vision to these rooms, calling them an exercise in “clean maximalism,” and the opportunity to bring them into a new era over two decades later “the rarest of treats.”

Natural light helps the colorful custom furniture pieces positively glow with warmth. Curved lacquer panels soften the vibe. Subtle nods to New York’s heritage abound, like wall sconces that emulate the subway, or original terrazzo flooring from before the building was even a W. Custom ombre wall coverings are a nod to Union Square’s ever-changing transitions, whether that’s between day and night, or the changing of the seasons. Gone are any sort of corporate-feeling work desks; in their place are multifunctional banquettes which can be used for work, but are perhaps better used for unwinding over an in-room cocktail after a day of sightseeing. The rooms are a great size by New York standards, and intuitively designed: easily operated Marshall speakers on the night stands, outlets where you want them to be, and bathrooms stocked with plush robes and heavenly scented Davines amenities.

Food and drink

While the renovation of the hotel’s rooms and common areas has been complete for some time, the ground-floor restaurant Seahorse from Mercer Street Hospitality is not currently operational (rumor has it that this is due to permitting delays with the city). There is currently no room service, and a small complimentary continental breakfast of pastries and coffee is laid out for guests each morning. When Seahorse does finally open (as it is expected to this Fall) it will undoubtedly be the neighborhood’s hottest new table to book.

The neighborhood/area

If Times Square is for tourists, then Union Square is for travelers: The best of the city is at your fingertips here. There are enough restaurants and shops for a lifetime in this immediate area, but it’s also a quick hop, skip or subway ride down to most places in Manhattan or Brooklyn.

The service

A huge part of W Hotels’ recent global brand transformation has been an overhaul of service. Taking a nod from other brands within Marriott’s luxury portfolio (like Ritz-Carlton), W Hotels’ staff are now as personalized and anticipatory as ever. Mention to the front desk that you’ve got a tickle in your throat and you might just find a pot of ginger tea waiting for you in your room. This is certainly a larger hotel (270 rooms) but it has a boutique, intimate atmosphere.

Accessibility

The hotel is fully ADA compatible, with accessible rooms are available.

Anything left to mention?

Another key aspect of W Hotels’ global brand transformation is fitness—and this hotel has one of the best hotel gyms in New York City. It’s expansive, filled with top of the line Technogym equipment, and even features HydroMassage beds for a post-workout (or post night out) recovery.