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Approximately 1,800-Room StandardX Times Square Hotel Set to Open in 2028

· aparthotel.com Newsroom · 3 min read

Aerial view of dense Manhattan skyscrapers in New York City.
Anthony Quintano / Flickr / Wikimedia Commons · CC BY 2.0

Key takeaways

  • The StandardX Times Square is planned with approximately 1,800 rooms at 255 West 45th Street.
  • The hotel is scheduled to open in the second half of 2028.
  • Planned features include a free-fall ride, rooftop pool, observation deck, dining and nightlife spaces.

Hyatt Hotels Corporation and Extell Development Company have announced The StandardX Times Square, a hotel planned for Manhattan’s Theater District. The approximately 1,800-room property at 255 West 45th Street is scheduled to open in the second half of 2028 and will mark The StandardX brand’s first arrival in North America, according to Travel Daily Media.

Simpler rooms frame an ambitious hotel

Hyatt’s newsroom announcement describes StandardX as a streamlined version of The Standard, retaining its connection to the surrounding city while simplifying its rooms and making service more casual. Guestrooms are described as expressive but straightforward, while public spaces are intended to carry the design, music and social atmosphere associated with The Standard.

"With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible." — Amar Lalvani, chief creative officer at Hyatt and president and creative director, The Lifestyle Group, Hyatt

The visual plan takes cues from New York’s theatrical character through saturated colours, sculptural elements, reflective surfaces and unexpected details. The Times Square property is intended as a flagship rather than a model for future StandardX hotels, separating its scale from the brand’s deliberately straightforward guestroom proposition.

Entertainment moves inside the building

The planned attractions include an enclosed free-fall thrill ride, a rooftop swimming pool and an observation deck at a height exceeding 1,000 feet above Manhattan. A rooftop bar and lounge will join dining and nightlife spaces inside the property, while restaurants and social areas at street level and elsewhere throughout the hotel are planned for both guests and New Yorkers.

Extell Development Company is the developer. Travel Agent Central described StandardX as focusing on good beds, strong design and a direct link to the surrounding neighbourhood, with uncomplicated rooms, casual service and a lower price point.

The announcement also separates the hotel’s own proposition from the wider entertainment offer. StandardX is intended to keep the stay simple, while the property around it supplies the scale: restaurants, social spaces, a rooftop pool, a thrill ride and a high-level viewing deck.

Timeline runs from October 2026 to 2028

  1. October 28, 2026 — Hyatt and Extell announced The StandardX Times Square and its planned 255 West 45th Street address. Lodging Magazine described it as the brand’s first North American property.
  2. October 30, 2026 — Travel Agent Central highlighted the planned free-fall ride, rooftop pool, rooftop bar and observation deck positioned over 1,000 feet above the city.
  3. November 2, 2026 — Travel Daily Media reported that the approximately 1,800-room hotel was scheduled for the second half of 2028 and would combine accommodation, dining and entertainment under one roof.
  4. Second half of 2028 — The property is due to open after Hyatt and Extell release further information about its design, dining, nightlife concepts and creative collaborations closer to launch. Travel Market Report specified the expected opening period as the third or fourth quarter of 2028.

Public spaces extend beyond overnight guests

The street-level restaurants and social spaces are intended to welcome New Yorkers as well as hotel guests, giving the property a mixed hospitality and entertainment role. For wider context on recent changes in related hotel brands and extended-stay collections, readers can follow a U.S. hotel leadership appointment.

Those developments are separate from the Times Square project, whose dining and nightlife plans remain to be detailed (Boutique Hotel News). Hyatt and Extell will release further information about the design, dining and nightlife concepts closer to the opening. Ari Alowan Goldstein, senior vice president at Extell Development Company, said the company views 255 West 45th Street as an ambitious project intended to create a distinctive destination in Times Square.

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