X Marks The Spot: The StandardX is coming to Times Square
Hyatt Hotels Corporation and Extell Development Company will bring the first-ever The StandardX hotel in North America to Times Square, New York.
The hotel, The StandardX Times Square, will be located at 255 West 45th Street in Manhattan's Theater District.
Key Highlights
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Approximately 1,800 guest rooms.
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Observation deck more than 1,000 feet above Manhattan.
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Enclosed free-fall thrill ride.
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Rooftop pool.
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Multiple restaurants, bars, lounges, and nightlife venues.
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Rooftop bar offering skyline views.
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Expected opening: Second half of 2028.
About The StandardX Brand
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A more accessible and streamlined version of The Standard brand.
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Focuses on:
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Comfortable stays
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Contemporary design
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Vibrant social experiences
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Strong connection to local culture
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Simpler rooms and casual service while retaining The Standard's signature personality.
Design & Experience
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Inspired by New York City's theatrical identity.
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Features:
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Bold colours
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Sculptural architecture
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Reflective finishes
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Dynamic public spaces
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Designed to blend hospitality, entertainment, culture, and nightlife.
Leadership Perspective
Amar Lalvani, Chief Creative Officer, Hyatt & President and Creative Director, The Lifestyle Group
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Said The StandardX aims to place guests at the center of cultural activity.
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Described the project as energetic, theatrical, and uniquely New York.
Ari Alowan Goldstein,
Senior Vice President, Extell Development Company
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Highlighted the project's ambition to redefine Times Square hospitality.
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Emphasised the shared vision between Hyatt and Extell to create a landmark destination.
Significance
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Marks the North American debut of The StandardX.
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Strengthens Hyatt's growing lifestyle portfolio.
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Expands Hyatt and Extell's longstanding partnership.
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Adds a major hospitality and entertainment attraction to Times Square.
Key Takeaway
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The StandardX Times Square aims to become a landmark mixed-use hospitality destination, combining a large-scale lifestyle hotel with immersive entertainment, dining, nightlife, and panoramic city experiences in the heart of New York City.
