CASE STUDY
York – Union Square two years later, just steps from its own offices. Now, a quarter of a century on, Rockwell Group has returned to fully reimagine the property as the flagship for a multi-year global rebrand of W Hotels commissioned by Marriott International.
Lobby“ W New York – Union Square was a milestone in our history when we first designed it 25 years ago,” says David Rockwell, Founder and President of Rockwell Group.“ Revisiting the property today has allowed us to create a design that reflects both the brand’ s evolution and the vibrancy of the Union Square neighbourhood. It’ s about honouring the past whilst introducing an experience that feels fresh, dynamic, and attuned to a new generation of guests.”
Union Square Park, the cultural and social centre of the neighbourhood, inspires the redesign. It is a tale of contrasts – geometric landmarks and contemporary art, historic mansard roofs, and lively farmers’ markets all inform a material and colour palette that changes with the seasons. As guests cross the threshold into the hotel, the arrival area serves as a smooth transition from street to hotel. The energy and bustle of urban life is reflected in the contrasting black and white of the houndstooth fabric banquette, veined marble floors, and a commissioned mural by artist Shantell Martin, whose empowerment-focused pieces make an entryway impact.
Living Room A showstopping, asymmetrical, curved feature staircase with polished metal contours features a bespoke rug that appears to flow down the stairs like swirls of paint. Inspired by the Faig Ahmed artwork“ Doubts,” the rug uses an abstraction of the hotel’ s collective colours, swirling into a larger pool at the check-in area, where it catches the eye; drawing people to the second floor.
At the heart of the hotel is the Living Room. Originally a ballroom, the double-height space has been energised with a palette of blue and orange. Marble
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