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StandardX Times Square: Hyatt's 1,800-Room Hotel With a Free-Fall Ride Explained
Hyatt's biggest-ever New York hotel brings a thrill ride, a pool and a 1,000-foot observation deck to Midtown, and the brand's North American debut comes with open questions on price.
A near-record hotel for Midtown
Hyatt plans an approximately 1,800-room hotel in Manhattan's Theater District, and it will be Hyatt's biggest-ever hotel in New York. [1][2][1] If you are planning a New York trip, this is a property to know about.
Hyatt is partnering with Extell Development Company to debut The StandardX brand in North America. [1] The StandardX Times Square is expected to open in the second half of 2028. [3]
This piece covers what the hotel will include, how the brand differs from The Standard and what Hyatt has not yet said.
Size and location
The hotel is planned for 255 West 45th Street. [2] Its room count is just shy of the city's biggest hotel, the Marriott Marquis, which has nearly 2,000 keys. [1]
Extell is associated with Central Park Tower and One57, among other Manhattan buildings. [2]
Thrill ride, deck and rooftop
The planned building will include an enclosed free-fall thrill ride high above the city. [2] The project also includes an observation deck more than 1,000 feet above Manhattan. [3]
The company has not specified the exact height of the thrill ride. [2] The announced elevation refers to the observation deck. [2]
The project will include a rooftop pool, a rooftop bar and lounge, and dining and social spaces throughout the building. [2][3] Restaurants and public areas will welcome both hotel guests and local visitors. [3]
Design and the StandardX idea
The property's design will draw on New York's theatrical character, with bold color, sculptural forms, reflective finishes and unexpected details. [1]
The StandardX is a counterpart to The Standard, built around simpler guestrooms and more casual service. [2] According to the brand description, the rooms are simpler, the service more casual and the experience more streamlined. [1] Amar Lalvani said StandardX hotels take The Standard's idea and make it simpler and more accessible. [3]
In Times Square, guestrooms are expected to remain relatively simple while public areas incorporate the brand's music, design and nightlife identity. [2] Lalvani said much of the activity there will happen inside the building. [2]
A flagship, with a short track record
Hyatt said the Times Square property will serve as a flagship rather than a template for future StandardX hotels. [3]
The StandardX Melbourne is the only currently open StandardX property. [1] It opened in August 2024 with 125 rooms. [1] A Bangkok property was rebranded as QURO Bangkok Riverside, belonging to Unscripted by Hyatt, less than two years after opening. [1]
Ari Alowan Goldstein, Senior Vice President at Extell Development Company, said the StandardX team shares Extell's vision for creating places that stand apart. [3] The Standard's existing New York presence includes The Standard, High Line and The Standard, East Village. [3]
What this means for you
Detailed restaurant concepts, entertainment arrangements, room prices and booking information have not yet been announced. [2] The opening is expected in the second half of 2028. [3]
If you want the thrill ride, note that its exact height has not been specified. [2] If you want the view, the observation deck is more than 1,000 feet above Manhattan. [3]
If you do not plan to stay, the restaurants and public areas will welcome local visitors as well as hotel guests. [3] If you do book, expect relatively simple guestrooms. [2]
Sources
- Hyatt’s Biggest-Ever New York Hotel: 1,800-Room StandardX Times Square With Free-Fall Thrill Ride — One Mile at a Time
- Times Square Hotel to Have 1,800 Rooms and Free-Fall Ride — Focus on Travel News
- Hyatt plans 1,800-room StandardX Times Square hotel for 2028 - TravelWires — Travel Wires
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