Jonathan Rachman Design refreshes Hotel Union Square

In time for the property to celebrate its 100th anniversary, Hotel Union Square in San Francisco refreshed its lobby and two penthouse suites.

According to Jonathan Rachman, principal at Jonathan Rachman Design in San Francisco, the firm behind the lobby’s new look, the hotel’s lobby was outdated, with its terracotta orange-red color palette and hodgepodge of. To achieve an Old World European vibe, Rachman chose a more neutral color palette with blacks, whites, grays and silvers. He also incorporated different textures and materials, such as Carrera marble, mohair, leather, alabaster, and high-gloss finishes.

Hotel Union Square is part of Personality Hotels’ group of boutique hotels.


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Rachman paid respect and preserve the structural and architectural elements of the historic property. To do this, he enhanced them with hexagon, square, oval and globe patterns.

Local artist Caroline Lizarraga hand painted the curved plaster wall above the reception and concierge desks to mimic the pattern of fabric.

Artwork and décor curated by Rachman’s team includes a triptych print of a sunset for a pop of color, a framed flat-screen TV that plays old black-and-white movies from the Golden Era on loop and resin antlers.