Hyatt Hotels Corp. and Extell Development Company have announced plans to bring The StandardX brand to North America with a hotel in Manhattan’s Times Square.
The StandardX Times Square will have approximately 1,800 rooms in Manhattan’s Theater District. Opening is anticipated in the second half of 2028.
The building will also house an enclosed free-fall ride, an observation deck more than 1,000 feet above Manhattan and a rooftop pool. Plans include restaurants, bars and nightlife venues, among them a rooftop bar and lounge. Street-level and other social spaces are intended for hotel guests and New Yorkers alike.
The StandardX is the younger sibling of The Standard. It keeps the parent brand’s culture and design but offers simpler rooms, more casual service and a more streamlined stay. The Times Square property will be a flagship rather than a template for future hotels. Amar Lalvani, chief creative officer, Hyatt and president & creative director, The Lifestyle Group, Hyatt, described the thinking behind the brand:
“The Standard brand has always been about being part of the city,” said Amar Lalvani, chief creative officer, Hyatt and president & creative director. “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.”
The design will take cues from New York’s theatrical character, using bold color, sculptural forms, reflective finishes and unexpected details. Public spaces will combine the design, music and social energy associated with The Standard.
Extell, a New York-based developer, is responsible for the building. Ari Alowan Goldstein, senior vice president of Extell development company, spoke about the partnership:
“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 Goldstein. “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 Standard has a history in New York through The Standard, High Line and The Standard, East Village. The project builds on Hyatt’s longstanding relationship with Extell. Further details on design, dining and nightlife concepts, and creative collaborations, will be released later.
