Inside The StandardX Times Square, Hyatt’s 1,800-Room Flagship

The StandardX Times Square will open in the second half of 2028 as Hyatt’s largest New York property, anchoring a new tower at 255 West 45th Street in Manhattan’s Theater District. Developed by Extell Development Company, the hotel will bring approximately 1,800 rooms to a site known for its concentration of entertainment and culture. The project marks the debut of The StandardX brand in North America, with Hyatt and Extell collaborating to deliver what both describe as a flagship rather than a template for future hotels.

The StandardX Times Square will combine accommodation with a range of dining, nightlife, and social venues, including spaces at the top of the building. The building will also house a rooftop pool, an enclosed free-fall thrill ride, and an outdoor observation deck positioned more than 1,000 feet above Manhattan. According to Hyatt, the public spaces will welcome both hotel guests and New Yorkers, aiming to blend the brand’s cultural instincts with the energy of Times Square itself.

Design and Concept

The design will draw on the theatrical character of New York, using bold color, sculptural forms, reflective finishes, and unexpected details throughout the interiors. Guestrooms are described as expressive but straightforward, in keeping with The StandardX’s approach to simplicity and accessibility. The public areas will combine design, music, and social energy, continuing the tradition established by The Standard’s earlier New York hotels. “With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible,” said Amar Lalvani, Chief Creative Officer at Hyatt and President & Creative Director of its Lifestyle Group. “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.”

Chrome sports car with crowd in Times Square, New York City — Photo: Dietmar Rabich / Wikimedia Commons, CC BY-SA 4.0 (cropped)

The StandardX brand, described as the younger sibling of The Standard, is built around a stripped-back aesthetic, streamlined service, and a focus on putting guests at the center of the city’s cultural life. The approach keeps the rooms simple and the experience more casual, while maintaining a connection to the neighborhood outside. The Times Square property, however, will concentrate much of its activity within the building, with attractions and social spaces distributed throughout the tower.

Leadership and Development

Extell Development Company, the firm behind Central Park Tower and other high-rise projects in New York, is leading the development. Ari Alowan Goldstein, Senior Vice President at Extell Development Company, said, “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 StandardX Times Square will join The Standard, High Line and The Standard, East Village as part of the brand’s presence in New York, but at a scale not previously seen for The StandardX. Hyatt has stated that the Times Square hotel will serve as a flagship for the brand, reflecting the entertainment-focused ambitions of this particular development.

Further details on the hotel’s interiors, restaurant concepts, and creative collaborations are expected closer to the opening. The magazine has also looked at The Wolseley Members Club in Midtown Manhattan, another hospitality project set within a historic New York context.

The StandardX Times Square is scheduled to open in the second half of 2028. Pricing and additional information on amenities will be announced at a later date.