Hyatt and Extell Launch StandardX Times Square in New York

StandardX Debuts in North America

Hyatt Hotels, in partnership with Extell Development Co., announced yesterday the North American debut of its StandardX brand with a flagship hotel in New York City. The StandardX Times Square is projected to open in 2028, adding approximately 1,800 rooms to Manhattan’s Theater District.

Located at 255 West 45th Street, the property is described by Hyatt as the "irreverent younger sibling" to its established Standard brand, which it acquired in 2024 as part of its Standard International portfolio. This expansion marks a significant step for Hyatt’s growing Lifestyle segment.

Unique Attractions and Design

The new Times Square hotel is designed to offer a distinctive guest experience, featuring an observation deck positioned over 1,000 feet above the city. Among its more unconventional attractions will be an enclosed free-fall thrill ride and a rooftop swimming pool.

The property will also house multiple restaurants, bars, and nightlife venues, aligning with the brand’s focus on integrating with the city's social energy. Hyatt stated the hotel’s design takes inspiration from New York City’s theatrical character, incorporating bold colours, sculptures, and reflective finishes to create "unexpected details" throughout the property.

Brand Philosophy and Market Presence

Amar Lalvani, Hyatt's chief creative officer, explained that StandardX aims to simplify and make more accessible the philosophy of The Standard brand, which has always emphasised being an intrinsic part of its urban environment. The StandardX concept first launched in Melbourne, Australia, in 2024.

New York City already hosts two other Standard properties, The Standard, High Line, and The Standard, East Village. Hyatt views the Times Square project as opening a new chapter for the brand in a distinct area of the city, building on its existing relationship with Extell Development.

Asian Expansion and Market Dynamics

Beyond its North American expansion, the StandardX brand is also set to grow in Asia, with an upcoming property in Thailand, according to the brand’s website. This demonstrates Hyatt’s global strategy for the StandardX portfolio, extending its reach across key international markets.

In the United States, Hyatt also plans to convert The South Congress Hotel in Austin, Texas, under The Standard brand, with an expected opening in spring 2027.

The Times Square opening will join other recent hotel developments in the area, including the 1,300-room Row NYC, which reopened in May 2026, and IHG Hotels & Resorts’ 419-room voco Times Square – Broadway, which launched earlier this year.