Hyatt brings new StandardX hotel brand to Times Square with 1,800 rooms
Hyatt Hotels is opening a massive hotel in Manhattan.
The short version
- The project brings 1,800 rooms to the Theater District.
- Guests will get a rooftop pool and a thrill ride.
- The huge flagship is slated to open in 2028.
Hyatt Hotels, which owns major global hotel brands, is teaming up with Extell Development Co., a major New York real estate firm, to build a massive new property in Manhattan. The companies announced plans to debut The StandardX brand in North America with an 1,800-key flagship hotel in New York City.
The StandardX Times Square will sit in the heart of the Theater District at 255 W. 45th St. The towering property will feature multiple restaurants, bars, and nightlife venues, along with a rooftop pool. Guests can also visit an observation deck more than 1,000 feet above the city and ride an enclosed free-fall thrill ride.
Hyatt describes the new brand as the younger sibling of its standard boutique hotels. The brand previously debuted in Melbourne, Australia, in 2024. Amar Lalvani, the chief creative officer at Hyatt, said the location aims to embrace the theatrical energy of New York City.
The property will feature bold colors, sculptures, and reflective finishes throughout the guest rooms and public spaces. Hyatt and Extell Development have previously partnered on other hospitality projects, including a resort in Utah. The upcoming flagship in Times Square is expected to open its doors to travelers in 2028.
Photo: Ludovic Bertron, CC BY 2.0, via Wikimedia Commons
