W New York Union Square Hotel

Curved Light, Limitless Vision: How GBA’s Grid System Transformed the W New York Union Square

When architects dream in glass, they often collide with the limits of what’s possible. Mortar, weight, geometry, and structure all conspire to restrain bold ideas. But sometimes, a system comes along that rewrites those rules—and suddenly, the vision takes shape.

That’s exactly what happened during the dramatic renovation of the W New York Union Square Hotel, where GBA Architectural Products + Services introduced its Architectural Grid System for Glass Block.

A Lobby That Defies Convention

The glass block walls were strategically separated to accommodate backlighting, achieving the distinct visual effect envisioned by the design team. The selected “Ice” pattern block, sized at 6" x 6", enabled a seamless, curved flow around the room. Clear structural silicone glazing delivered a refined, all-glass appearance. While this approach had succeeded on past projects, it marked our first application on curved walls with varying radii. Precision shop drawings and templates were essential, guiding the design and engineering of custom steel grids, some up to 8' wide. Each grid was installed to perfectly align with the section below and match the intended curve.

Enter GBA. With our patent-pending steel grid system, each block could be individually supported, allowing for precision curves, integrated lighting effects, and a continuous, modern glass aesthetic.

Engineering Meets Art

The innovation addressed real architectural challenges beyond aesthetics. Each wall’s unique curve was achieved with meticulously engineered, laser-cut steel grids designed for precise alignment. Foam spacers and structural silicone ensured a seamless “all-glass” look while maintaining strength and durability. Lightweight modular grids, each under 150 pounds, made installation safe and efficient, even in tight spaces behind the staircase. The system also enabled integrated backlighting, transforming the walls into luminous sculptural elements that shift in mood with the lighting design.

Throughout the lobby, maintaining consistent block coursing required careful coordination, especially at complex junctions. Thanks to accurate concrete curbs and steel columns from Capital Builders and partners, every detail aligned perfectly.

The finished result: a radiant, sculptural wall system that appears delicately intricate yet delivers robust structural integrity across two stories.

When Structure Meets Imagination

This project is more than a showcase piece—it’s a reminder that glass block has evolved. With GBA’s innovative grid framework, designers can now achieve flowing curves and radii once thought impossible, pushing the material beyond its traditional applications. The system enables architects to introduce light and transparency in entirely new ways, unlocking possibilities for spaces that feel dynamic, fluid, and alive. Whether in hospitality, commercial projects, or even high-end residential interiors, these sculptural walls demonstrate how glass block can become the defining architectural feature of a space.

"We could not be happier with your product and services. We relied on you quite a bit,” said Neal Harrod, Rockwell Group. “Can’t imagine having another vendor without your expertise and patience. Jeff was especially great throughout the entire experience."

A Historic Backdrop, A Future-Facing Solution

The W New York Union Square, located in the iconic Guardian Life Building, exemplifies GBA’s commitment to precision and innovation. This project brought together GBA, Rockwell Group, Capital Builders, Marriott International, local subcontractors, and Burghardt Manufacturing to deliver a large-scale glass block installation that seamlessly blends historic architecture with modern design.

For architects and designers, this achievement demonstrates how technical expertise and creative vision can elevate glass block beyond traditional boundaries—making it a true centerpiece of contemporary architectural spaces.