An artists rendition of The StandardX Times Square. Hyatt Hotels CorporationHyatt Hotels Corporation and Extell Development Company will bring The StandardX brand to North America for the first time with a new flagship hotel in New York City. The StandardX Times Square is scheduled to open in the second half of 2028. It will occupy 255 West 45th Street in Manhattan's Theatre District and offer approximately 1,800 rooms.
The hotel will combine accommodation, dining and entertainment under one roof. Its attractions will include an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan and a rooftop swimming pool.
The design will draw inspiration from New York's theatrical character. Bold colours and sculptural forms will create an energetic atmosphere.
Amar Lalvani, chief creative officer at Hyatt, said The StandardX brand makes the original Standard concept more accessible. He added that the Times Square property would bring much of its entertainment directly into the hotel, creating an energetic and theatrical experience.
Extell Development Company is leading the project. The developer has built several prominent properties across Manhattan. Ari Alowan Goldstein, senior vice president at Extell, said the company aims to create distinctive destinations through ambitious developments.
The StandardX Times Square will mark a major milestone for The Standard brand and Hyatt's Lifestyle portfolio. The hotel will also add a new hospitality and entertainment destination to Times Square.
Hyatt and Extell will release further details about the hotel's design, dining and nightlife concepts closer to its opening.
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