New Hyatt hotel in New York. Photo: Shutterstock New York is preparing for an extraordinary addition to its skyline. International hotel group Hyatt Hotels Corporation and American developer Extell Development Company announced on October 28 a plan to build a giant hotel in the heart of Manhattan, which will combine hospitality, restaurants, nightlife and high-rise attractions.
The new hotel, The StandardX Times Square, will have approximately 1,800 rooms and will be located at 255 West 45th Street, in the heart of Manhattan's Theater District, near Times Square and Broadway theaters.
This is the first flagship project of The StandardX brand in North America, as part of the expansion of the Hyatt Group's lifestyle brand activities.
The project's most prominent attraction isn't related to the hotel rooms. According to the companies' announcement, the new structure will include an enclosed, high-altitude free-fall experience facility, alongside an observation deck that will be located more than 1,000 feet, about 305 meters, above Manhattan.
The facility is designed as part of the entertainment experience and visit to the complex, and not just as a service for hotel guests.
A rooftop pool will be built next to it, as well as an entertainment complex that includes bars, restaurants and meeting spaces overlooking the city.
The new hotel will be unusually large compared to the boutique hotels affiliated with The Standard brands.
Despite its size, the company emphasizes that it will maintain the central concept of The StandardX: meticulous design, a less formal approach to service, and a direct connection to the city's cultural and entertainment life.
The hotel's design is expected to draw inspiration from New York's theatrical nature, incorporating bold colors, sculptural elements, reflective materials, and unconventional design details.
The guest rooms will follow a relatively simple approach, while the public areas will bring together music, design, cuisine, and the nightlife associated with the brand.
One of the project's main principles is to create an entertainment hub that appeals not only to tourists staying at the hotel, but also to New York residents and visitors to the area.
On the street level and on other floors, restaurants, bars, and hospitality spaces will be combined, alongside a bar and lounge on the rooftop.
The company intends to integrate the entertainment complexes as an integral part of the hotel stay experience and the urban activity surrounding it.
Amar Lalvani, Hyatt's Chief Creative Officer and President and Creative Director of The Lifestyle Group, explained that The Standard brand was always intended to be a part of the city in which it operates.
According to him, StandardX offers a more accessible, simplified version of the Standard experience, with an emphasis on the urban environment and local culture.
Lalwani noted that at Times Square, unlike other hotels in the brand, much of the events and entertainment will take place within the building itself.
He described the project as energetic, theatrical, and unusual, one that is particularly suited to the character of New York.
Extell Development Company, which will develop the complex, is responsible for several prominent projects in Manhattan.
Its projects include Central Park Tower, one of the tallest residential skyscrapers in the world, and the One57 tower, which houses the Park Hyatt New York hotel.
Ari Alowan Goldstein, Senior Vice President at Extell, said that the company and the brand share a vision of developing projects with exceptional characteristics, and that the new complex is designed to combine hospitality, architectural design, and entertainment in the heart of one of the areas most identified with New York.
According to an announcement from Hyatt and Extell, The StandardX Times Square is scheduled to open in the second half of 2028.
This is a planned project at this stage, not a hotel that has already opened or is taking reservations. The companies are expected to publish additional details about the design of the building, the catering areas, the entertainment facilities, and collaborations with creators and cultural entities.