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US: Hyatt and Extell Development Company have revealed plans for The StandardX Times Square, scheduled to open in H2 2028.
Located at 255 West 45th Street, the hotel is set to feature 1,800 rooms, a rooftop bar and lounge, a rooftop pool, an enclosed free-fall ride, and an observation deck more than 1,000 feet above Manhattan city.
“The Standard brand has always been about being part of the city,” said Amar Lalvani, chief creative officer of 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 neighbourhood, 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, SVP at Extell Development Company, added: “Hyatt and Extell share a commitment to thinking big and pushing boundaries, and 255 West 45th Street is a natural extension of that vision.
“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 recognised 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.”
Highlights:
- Hyatt Hotels Corporation and Extell Development Company have announced plans to launch The StandardX Times Square in H2 2028, marking the North American debut of the lifestyle brand.
- Located at 255 West 45th Street in Manhattan, the 1,800-room property will feature an outdoor observation deck positioned over 1,000 feet above the city, an enclosed free-fall thrill ride, a rooftop pool, and a collection of dining and nightlife venues.
- The project brings together leadership from Hyatt chief creative officer Amar Lalvani and Extell Development Company SVP Ari Alowan Goldstein to deliver a high-rise leisure destination.
