Hyatt is expanding its presence in New York City with the announcement of The StandardX Times Square, a flagship property for its rebellious StandardX brand. Set to occupy a supertall skyscraper currently under construction in Midtown Manhattan, the hotel will feature 1,800 rooms. This scale makes it the largest Hyatt property in New York and one of the largest hotels in the city overall.
While the room count is significant, the property's most distinctive features are located outside the guest rooms. According to a statement from Hyatt, the hotel will boast a rooftop pool, which remains a rarity in New York City, alongside an observation deck situated more than 1,000 feet in the air. Most notably, the building will house an enclosed free-fall thrill ride designed to attract both tourists and thrill-seekers.
The StandardX brand was launched in 2023 as a toned-down version of The Standard, with its first location opening in Melbourne, Australia. Hyatt describes the concept as offering great beds, good design, and a connection to the city, but with simpler rooms, more casual service, and a streamlined experience. Inspired by New York's theatrical character and its location in the Theater District, the hotel aims to bring together the design, music, and social energy associated with The Standard.
The property will be housed in a building dubbed "The Torch," backed by Extell Development Company. In addition to the thrill ride and observation deck, the hotel will feature a substantial series of restaurants, bars, and nightlife venues. Amar Lalvani, chief creative officer at Hyatt and president of Hyatt Lifestyle Group, noted that while the Standard brand is about being part of the city, this location takes that idea further by ensuring much of the action happens inside the building itself.
Hyatt has clarified that The StandardX Times Square will be a one-off flagship location rather than a model for future properties. Lalvani stated the goal was to create something that could only happen in New York. The hotel is scheduled to open in the second half of 2028.
Sources: The Points Guy.