The lounge ecosystem in the Americas is in the middle of an intriguing shift. Passenger volumes are stretching capacity at many hubs, yet investment and innovation are accelerating at a pace we have not seen in years. New builds, refreshes, and competitive one-upmanship between carriers and card-issuer lounges have created one of the most exciting lounge landscapes anywhere. In this context, United’s latest opening at Denver International Airport feels like both a milestone and a statement of intent.
United Airlines has unveiled its most ambitious lounge project to date at Denver International. The new United Club B West, located near gate B32, spans an impressive 33,000 square feet across two levels and brings more than 600 seats to the airline’s Mile High hub. With this opening, United now offers nearly 100,000 square feet of club space at Denver, accommodating up to 1,600 guests across four locations.
Walking into the space, the first impression is one of openness and light. A double-height atrium links the two floors, anchored by statement staircases and softened by warm woods, stone finishes, and textural upholstery. United has leaned heavily into a Colorado-inspired palette here, incorporating natural materials and commissioning eight local artists to contribute works, from landscape photography to a hand-painted wildflower mural by Markus Puskar. The result is a lounge that feels both rooted in place and contemporary in its execution.
The ground floor serves as a natural gathering space, with a long bar stretching along one side and a variety of seating types to suit different travel moods. There are quiet nooks for working, communal high-tops for conversation, and comfortable armchairs oriented toward the windows. Upstairs, the tone shifts toward leisure, with softer lighting, additional seating clusters, and another full-service bar. Throughout, power access is generous and Wi-Fi speeds match the needs of the modern traveller.
Catering has also received attention. A seasonal buffet brings in fresh ingredients and regional flavours, while the bars pour a mix of standard club staples and craft beer nods to Colorado’s brewing scene. Self-scan entry gates keep the welcome process swift, while wellness rooms and private spaces offer a reprieve for those in need of rest or privacy.
Denver is one of United’s fastest-growing hubs, and this lounge is more than just a bigger footprint. It is a signal that the airline understands the lounge experience is a central part of the premium journey. The design here is a step change from older United Clubs, with a higher degree of finish, more thoughtful zoning, and a stronger connection to its location.
In the competitive world of hub lounges, space and comfort are becoming as important as the drinks list or Wi-Fi speeds. This new B West United Club delivers on all fronts, positioning itself as a benchmark for United’s future lounge developments.
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