Extell and Hyatt Plan 1,800-Room StandardX Hotel With Sky-High Thrill Ride in Times Square

• Extell Development Company and Hyatt Hotels Corporation have announced plans for The StandardX Times Square, an approximately 1,800-room hotel at 255 West 45th Street, Manhattan.
• The project will mark the North American debut of The StandardX brand, a more streamlined, design-focused extension of The Standard hotel portfolio.
• Planned attractions include an enclosed free-fall ride, an observation deck more than 1,000 feet above Manhattan, a rooftop pool, restaurants, bars, and nightlife venues.
• The hotel is targeting an opening in the second half of 2028. Development costs, the construction timeline, and the full restaurant lineup have not yet been disclosed.

What Extell and Hyatt Are Planning for Times Square

Extell Development Company is partnering with Hyatt Hotels Corporation to bring The StandardX to Times Square, adding a major hospitality and entertainment destination to Manhattan’s Theater District. The approximately 1,800-room hotel is planned for 255 West 45th Street. Extell will develop the property, while Hyatt brings its hospitality platform and The StandardX brand, which emphasizes distinctive design, social spaces, and a more accessible approach to lifestyle hospitality. The project is intended to serve both hotel guests and New Yorkers, with restaurants, bars, and entertainment spaces integrated throughout the building. Its scale makes it a significant addition to the neighborhood’s hotel pipeline.

 

 

What Makes The StandardX Different

The StandardX is positioned as a more streamlined sibling to The Standard, retaining the brand’s design-driven identity while simplifying the guest experience.

Hyatt Chief Creative Officer Amar Lalvani said, “With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible.”

Lalvani also described the Times Square project as “energetic, theatrical and completely over the top,” reflecting the development’s emphasis on entertainment within the property itself. The hotel will feature straightforward guestroom design, while public areas are expected to incorporate bold colors, sculptural forms, reflective finishes, music, and social programming. It will serve as a flagship for the brand, rather than a template for future StandardX hotels.

What the Observation Deck and Thrill Ride Add

Beyond its guestrooms, the development will feature an enclosed free-fall attraction and an observation deck more than 1,000 feet above Manhattan. A rooftop pool, rooftop bar and lounge, and multiple dining venues will add to the experience. These attractions could help distinguish the property from conventional hotels competing primarily on room rates, location, and service. By combining accommodation with entertainment, Extell is positioning the development as a destination in its own right.

Extell Senior Vice President Ari Alowan Goldstein said, “We’ve built our reputation on delivering ambitious projects that shape skylines, offer innovative amenities and redefine destinations.”

The strategy also creates opportunities to attract visitors who may not be staying overnight, although operating plans, ticketing arrangements, and revenue projections for the attractions have not been announced.

What the Project Means for Manhattan’s Hotel Market

The StandardX Times Square expands Hyatt’s lifestyle portfolio and builds on the Standard brand’s existing New York presence at The Standard, High Line and The Standard, East Village. For hospitality investors, the project highlights the appeal of combining large-scale lodging with restaurants, nightlife, and paid entertainment. These components can diversify potential revenue sources, but they also bring additional construction complexity, operating requirements, and execution risk. The hotel’s eventual performance will depend on development costs, room pricing, visitor demand, and the ability to operate its attractions and hospitality spaces efficiently.

What Comes Next for The StandardX Times Square

The hotel is targeting an opening in the second half of 2028. Further details on the architecture, dining concepts, nightlife programming, and creative partnerships are expected closer to completion. For Extell and Hyatt, the project represents a major bet on experiential hospitality in one of the world’s most recognizable tourism districts.