Hyatt Hotels Corporation and Extell Development Company are set to introduce The StandardX brand to North America with a flagship property in New York City's Times Square. The StandardX Times Square, slated to open in the second half of 2028, will occupy 255 West 45th Street in Manhattan's Theatre District and feature approximately 1,800 guestrooms.
The hotel is designed as a vertical entertainment destination, combining accommodation, dining, and attractions under one roof. Highlights include an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan, and a rooftop swimming pool. The design draws inspiration from the theatrical energy of New York, with bold colors and sculptural forms creating an immersive atmosphere.
A more accessible Standard
Amar Lalvani, chief creative officer at Hyatt, said The StandardX brand makes the original Standard concept more accessible while retaining its signature edge. He added that the Times Square property would bring much of its entertainment directly into the hotel, creating an energetic and theatrical experience for guests.
Extell Development Company, known for prominent Manhattan projects, is leading the development. Ari Alowan Goldstein, senior vice president at Extell, said the company aims to create distinctive destinations through ambitious developments, and this hotel is a prime example.
The StandardX Times Square marks a significant milestone for The Standard brand and Hyatt's Lifestyle portfolio. It also adds a new hospitality and entertainment anchor to Times Square, a district that draws millions of visitors annually.
Hyatt and Extell plan to release further details on the hotel's design, dining, and nightlife concepts closer to opening. The project underscores the continued expansion of lifestyle brands into high-traffic urban markets, a trend also seen in recent debuts like Janu's branded residences in the Middle East and IHG's Ruby brand in Bangkok.
For travel professionals, the development signals growing demand for experiential stays in gateway cities. The StandardX concept, which debuted in London, aims to offer a more approachable price point than The Standard's core properties, potentially appealing to a broader range of travelers.
With 1,800 rooms, the Times Square hotel will be one of the largest lifestyle properties in New York, competing with established players like the Marriott Marquis and the Hilton Midtown. Its entertainment-focused amenities could also position it as a destination for corporate events and MICE groups, similar to how CIMX 2026 is drawing buyers to Beijing.
Hyatt's partnership with Extell reflects a broader strategy of collaborating with developers to bring branded lifestyle hotels to prime locations. The company has recently expanded its portfolio with properties like LXR's debut in India and JW Marriott's entry into Fiji, indicating a robust pipeline of new openings.
As the travel industry rebounds, the StandardX Times Square is poised to become a landmark for both leisure and business travelers. Its combination of high-octane attractions and hospitality could set a new benchmark for urban hotels.
