X marks the spot — right in the middle of Times Square, as Hyatt Hotels Corporation and Extell Development Company announced plans for the debut of The StandardX brand to North America with The StandardX Times Square, an approximately 1,800-room hotel at 255 West 45th Street.
The hotel will anchor a new addition to the Manhattan skyline featuring an enclosed free-fall thrill ride high above the city, an observation deck more than 1,000 feet above Manhattan, a rooftop pool and an extensive collection of restaurants, bars and nightlife destinations.
The StandardX simplifies The Standard hotels’ brand, with simpler rooms, more casual service and a streamlined experience more streamlined. The design will draw on New York’s theatrical character, with bold color, sculptural forms, reflective finishes and unexpected details. Guestrooms will be expressive but straightforward, while public spaces will bring together the design, music and social energy associated with The Standard.
“The Standard brand has always been about being part of the city,” said Amar Lalvani, chief creative officer, Hyatt and president and 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.”
Developed by Extell Development Company, the building 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 will feature a substantial lineup of restaurants, bars and nightlife venues at street level and throughout the property, including a rooftop bar and lounge high above the city.
“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. “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.
