X Marks the Spot: The StandardX Is Coming to Times Square
Business Wire•28/10/2026•10:00 ET
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Key Highlights
- ➤Hyatt (H) and Extell plan approximately 1,800-room StandardX Times Square hotel
- ➤StandardX Times Square expected to open in the second half of 2028
- ➤Project includes free-fall thrill ride, 1,000-plus-foot observation deck and rooftop pool
- ➤Hyatt’s StandardX brand will make its North American debut in Manhattan
- ➤Extell will develop the hospitality, dining and entertainment project at 255 West 45th Street
Expert Statements
Amar Lalvani, Chief Creative Officer, Hyatt, and President & Creative Director, The Lifestyle Group, Hyatt
“The Standard brand has always been about being part of the city”
Amar Lalvani, Chief Creative Officer, Hyatt, and President & 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.”
Ari Alowan Goldstein, Senior Vice President at Extell Development Company
“Hyatt and Extell share a commitment to thinking big and pushing boundaries, and 255 West 45th Street is a natural extension of that vision”
Ari Alowan Goldstein, Senior Vice President at Extell Development Company
“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 Standard brand's irreverent younger sibling will make its North American debut with an approximately 1,800-room flagship, bringing a new hotel, nightlife and entertainment destination to Manhattan
X marks the spot. And this time, it's right in the middle of Times Square.
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