By Basant El-Faramawy
New York's Times Square will welcome a 1,800-room hotel featuring a free-fall thrill ride and a rooftop pool when The StandardX makes its North American debut in the second half of 2028.
Location and Features
The hotel will be located at 255 West 45th Street in Manhattan's Theatre District. Plans include an observation deck more than 1,000 feet above Manhattan, an enclosed free-fall thrill ride, a rooftop pool, and an extensive selection of restaurants.
Brand Positioning
The StandardX is a sister brand to The Standard hotel group, which already operates two New York properties: The Standard, East Village and The Standard, Highline. According to Hyatt Hotels, StandardX rooms will be simpler, service more casual, and the experience more streamlined than the original brand.
Design and Concept
Interiors will draw on New York's theatrical character with bold color, sculptural forms, and reflective finishes. Street-level restaurants and social spaces aim to welcome both hotel guests and local New Yorkers.
Leadership Commentary
Amar Lalvani, chief creative officer at Hyatt, said the Standard brand has always been about being part of the city. He described the Times Square location as energetic, theatrical, and completely over the top, adding that the company wants to embrace that energy and create something unique to New York.
London Opening
Separately, Waldorf Astoria London, Admiralty Arch is set to welcome overnight guests for the first time in its history in autumn 2026, following extensive restoration of the Grade I-listed monument near Trafalgar Square.
