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.
NEW YORK, [October 28, 2026] — X marks the spot. And this time, it's right in the middle of Times Square.
Hyatt Hotels Corporation (NYSE: H) and Extell Development Company, a full-service national real estate developer of residential, commercial and hospitality properties, announce plans for the debut of The StandardX brand to North America for the first time with The StandardX Times Square, an approximately 1,800-room hotel at 255 West 45th Street, located in the heart of Manhattan's Theater District.
And they're taking the plunge. Literally.
The hotel will anchor a striking 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. It's an ambitious debut for The StandardX, the younger sibling of The Standard, which takes the brand's signature culture, design and irreverence and makes them simpler and more accessible.
Not Your Typical Standard
The StandardX brand was created around a simple idea: keep what makes The Standard hotels special and lose what doesn't need to be there.
Great beds, good design, interesting people and a connection to the city outside. The rooms are simpler, the service more casual and the experience more streamlined. The attitude hasn't changed.
The idea is to keep the hotel simple and put guests at the center of everything interesting happening around it. Wherever The StandardX goes, X marks the spot.
The StandardX Times Square, located within one of the world's most extraordinary intersections of people, culture and entertainment, will be a flagship rather than a model for future hotels. The scale may be different, but the idea is the same: the hotel experience stays simple. Everything around it is anything but.
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 & 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.”
A New Landmark in Times Square
Developed by Extell Development Company, the New York-based developer behind some of Manhattan's most recognizable buildings, 255 West 45th Street is set to make a dramatic addition to the city's skyline.
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 itself will feature a substantial lineup of restaurants, bars and nightlife venues, including a rooftop bar and lounge high above the city.
Restaurants and social spaces at street level and throughout the property will welcome hotel guests and New Yorkers alike. The ambition is to bring the cultural and nightlife instincts that have made The Standard a fixture in New York to a very different part of 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 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.”
A New X in New York
New York has played an important role in The Standard's history.
The Standard, High Line became known as much for its architecture, restaurants and nightlife as for its guestrooms. The Standard, East Village brought a different, more neighborhood-focused personality to the brand.
The StandardX Times Square builds on that history, offering a more streamlined yet just as powerful approach to hospitality. Like every The StandardX hotel, it starts with a simple hotel and a belief that what’s happening around it is just as important as what’s happening inside. In Times Square, the two come together in an entirely new way. As the first The StandardX property in North America, the flagship marks a significant milestone for the brand and a new chapter in The Standard's relationship with New York.
The project also builds on Hyatt's longstanding relationship with Extell Development and represents a significant milestone for Hyatt's growing Lifestyle portfolio, bringing the distinctive The StandardX spirit to North America for the first time.
The hotel is anticipated to open in the second half of 2028. Further details about The StandardX Times Square, including its design, dining and nightlife concepts, and creative collaborations, will be revealed at a later date.
The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
About The Standard
The Standard hotels are culturally driven entertainment destinations. Established in 1999, The Standard brand is a pioneer in the Lifestyle space with flagship properties in New York, London and Bangkok. The goal of every Standard hotel is to be "anything but," upping the aesthetic stakes and defying convention across dining, nightlife, events, wellness and residences. Enjoy World of Hyatt benefits with eligible stays at participating The Standard hotels – discover more here.
About The StandardX
The StandardX brand distills The Standard’s brand down to its X-factor, an uncomplicated cool. The hotels embody a stripped-back aesthetic with simple rooms, a streamlined program and an energetic vibe, putting guests at the center of the places, people and culture around them. Whether an emerging neighborhood or an established destination, X marks the spot. . Enjoy World of Hyatt benefits with eligible stays at The StandardX hotels – discover more here.
About Extell Development
Extell Development, founded by Gary Barnett, is a nationally acclaimed developer of luxury residential, commercial, retail, hospitality, and mixed-use properties in New York, Utah, and other premier markets. Working with world-class architects, Extell is recognized for sophisticated design, spacious layouts, and best-in-class service and amenities. Notable projects include Central Park Tower (the world's tallest residential tower), One57, the record-breaking glass tower with condominiums above Park Hyatt’s five-star flagship hotel, One Manhattan Square, Brooklyn Point, W Hotel Times Square, InterContinental Boston, Four Seasons Resort and Residences Vail, and Grand Hyatt Deer Valley, with a new Four Seasons Resort and Residences and Waldorf Astoria Deer Valley Resort and Residences coming to Park City, UT. For more information, please visit www.extell.com.
Tags: StandardX Times Square New York Hyatt Hotels Corporation
