The StandardX Times Square Will Add a Brand-New Hotel to New York City Skyline

The StandardX, sister brand to Hyatt’s The Standard, will debut in North America in a big way – with a 1,800-room hotel right in the heart of New York City’s Times Square. 

Hyatt just announced the new property, saying the flagship will be a “dramatic addition” to the Manhattan skyline and notably feature an enclosed free-fall thrill ride and an observation deck more than 1,000 feet high. Located at 255 West 45th St., the hotel will also offer a rooftop pool and “an extensive collection” of bars and restaurants. 

“The Standard brand has always been about being part of the city. With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible,” said Amar Lalvani, Chief Creative Officer, Hyatt and President & Creative Director, The Lifestyle Group, Hyatt. “Usually, that means putting people in the middle of an interesting neighborhood, with everything happening right outside the door.  

“In Times Square, a lot of it will be happening right inside the building. I love that. It’s energetic, theatrical and completely over the top,” Lalvani added. “We want to embrace that, have some fun with it, and create something that could only happen in New York. And only right there.”   

Hyatt is building the new hotel with longstanding partner Extell Development Company, and it is expected to open in Q3 or Q4 of 2028. Guest room design will be bold yet simple, while the public spaces will draw inspiration from New York’s Theater District. More information about the property will be revealed at a later date.