In Brief: Hyatt Hotels Corporation and Extell Development Company plan to open The StandardX Times Square, an approximately 1,800-room hotel at 255 West 45th Street in Manhattan’s Theater District, in the second half of 2028.
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Rendering of the StandardX Times Square Hotel Entrance – Image Credit Hyatt
Hyatt Hotels Corporation and Extell Development Company plan to develop The StandardX Times Square, the brand’s first North American property, at 255 West 45th Street in Manhattan’s Theater District.
The approximately 1,800-room hotel is part of a new building that will include an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan, and a rooftop pool. Extell Development Company is developing the project.
The property is expected to include restaurants, bars and nightlife venues, including a rooftop bar and lounge. Restaurants and social spaces are planned at street level and throughout the building for hotel guests and New Yorkers.
The StandardX Times Square is planned as a flagship property rather than a model for future hotels.
The hotel’s design will draw on New York’s theatrical character, with bold color, sculptural forms, reflective finishes and unexpected details. Guestrooms are planned to be expressive but straightforward, while public spaces will incorporate design, music and social energy associated with The Standard.
The StandardX concept includes simpler rooms, more casual service and a streamlined hotel program centered on the surrounding neighborhood and local activity.
The project follows other New York properties under The Standard brand, including The Standard, High Line and The Standard, East Village.
Further information on the property’s design, dining and nightlife concepts, and creative collaborations will be released later.