NEW YORK CITY, New York—Hyatt Hotels Corporation and Extell Development Company announced plans for the debut of The StandardX brand in North America with The StandardX Times Square, an approximately 1,800-room hotel in Manhattan’s Theater District.
The hotel will anchor a new addition to the Manhattan skyline, with an observation deck more than 1,000 feet above Manhattan, a rooftop pool and a collection of restaurants, bars and nightlife destinations.
The StandardX Times Square will be a flagship rather than a model for future hotels. The design will draw on New York’s theatrical character, with bold color, sculptural forms, and reflective finishes. Public spaces will bring together the design, music, and social energy associated with The Standard.
Statement From Leadership
“The Standard brand has always been about being part of the city,” said Amar Lalvani, chief creative officer, Hyatt, and president & creative director, The Lifestyle Group, Hyatt. “With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible. 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. We want to embrace that, have some fun with it, and create something that could only happen in New York. And only right there.”
Property Details
Developed by Extell Development Company, the property will bring together hospitality, dining and entertainment, with attractions including an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan and a rooftop pool. The hotel itself will include a lineup of restaurants, bars and nightlife venues, including a rooftop bar and lounge. Restaurants and social spaces at street level and throughout the property will welcome hotel guests and New Yorkers alike.
“Hyatt and Extell share a commitment to thinking big and pushing boundaries, and 255 West 45th Street is a natural extension of that vision,” said Ari Alowan Goldstein, Senior Vice President at Extell Development Company. “We’ve built our reputation on delivering ambitious projects that shape skylines, offer innovative amenities, and redefine destinations. With 255 West 45th Street, we are building something truly distinctive in one of the world’s most recognized locations. The StandardX team shares our vision for creating places that stand apart, and together, we’re bringing a new energy and perspective to Times Square.”
The hotel is anticipated to open in the second half of 2028. Further details about The StandardX Times Square, including its design, dining and nightlife concepts, and creative collaborations, will be revealed at a later date.
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