Extell, Hyatt Partner to Bring StandardX Hotel Brand to North America

Hyatt Hotels Corporation and Extell Development Company announced plans to bring Hyatt’s StandardX brand to New York City. The StandardX Times Square, an approximately 1,800-key hotel at 255 W. 45th St, in Midtown Manhattan’s Theater District, will also mark the brand’s North American debut.

With opening anticipated for the second half of 2028, building will combine hospitality, dining and entertainment. Attractions will include an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan and a rooftop pool.

“Hyatt and Extell share a commitment to thinking big and pushing boundaries, and 255 W. 45th St. is a natural extension of that vision,” said Ari Alowan Goldstein, SVP at Extell. “We’ve built our reputation on delivering ambitious projects that shape skylines, offer innovative amenities and redefine destinations. With 255 W. 45th St., we are building something truly distinctive in one of the world’s most recognized locations.”

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