On Friday, September 5, W Hotels, part of Marriott Bonvoy’s portfolio of over 30 iconic brands, celebrated the highly anticipated reopening of its global flagship. The evening brought together industry leaders, creatives, and celebrities, reaffirming the hotel’s role as a trendsetting hub of culture and excellence.

Born in New York more than two decades ago, W Hotels transformed the hospitality industry by introducing a new way of living and staying. Rooted in a spirit that is playful, design-driven, and culturally plugged-in, the brand continues to redefine modern hospitality. With this relaunch, W New York – Union Square reclaims its place as a cultural cornerstone, marking the beginning of its next daring era while honoring the legacy that started here.

Courtesy of BFA

The property has undergone a $100 million reinvention led by the acclaimed Rockwell Group. Every element of the hotel has been reimagined to embody the evolution of W Hotels on a global scale. The redesign merges the brand’s pioneering luxury lifestyle ethos with the architectural character of New York.

Courtesy of BFA

To celebrate, guests began with dinner at Seahorse, the newly opened seafood restaurant and raw bar by restaurateur John McDonald, before moving to the Living Room, W’s reimagined social hub. Inspired by the grandeur and symmetry of Grand Central Station, the space showcases soaring ceilings, intricate moldings, and early twentieth-century charm with a contemporary edge. As cocktails flowed and DJ sets from Toro & Moi and Desiree kept the energy high, a star-studded crowd that included Michelle Williams (Oscar winner and 2025 Emmy nominee), Jane Krakowski, Lucien Laviscount, Ella Emhoff, Hari Nef, Slick Rick, Moses Sumney, Tyler Mitchell, Kim Shui, Richie Shazam, Sophia Culpo, amongst others—gathered to welcome the rebirth of an icon.

Courtesy of BFA

Photography by Jason Lowrie & Matt Borkowski

Photo Edit by Olivia LiCalzi & Nicholas Hunt

Courtesy of BFA