The StandardX Is Coming to Times Square
Hyatt and Extell Development have announced plans for The StandardX Times Square, which will mark the brand’s first location in North America.
The hotel will be located at 255 West 45th Street in Manhattan’s Theater District and is expected to have around 1,800 rooms. It is currently scheduled to open in the second half of 2028.
The project will be much more than just a hotel. Plans call for an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan, a rooftop pool, and a large collection of restaurants, bars and nightlife venues. There will also be a rooftop bar and lounge overlooking the city.
The StandardX is positioned as a simpler, more casual version of The Standard, with straightforward rooms, streamlined service and a bigger focus on the neighborhood and social scene around the hotel. The Times Square property is being designed as a flagship for the brand rather than a template for future locations.
The design will lean into New York’s theatrical side, with bold colors, sculptural elements and reflective finishes, while the public spaces will focus heavily on music, dining and nightlife.
The StandardX Times Square will also participate in World of Hyatt, giving members another option for earning and redeeming points in Manhattan when it opens.
