Times Square is about to get a whole lot more over the top.
A massive new 1,800-room hotel is coming to the heart of Manhattan, but this isn’t your typical place to rest your head after a night on Broadway. The StandardX Times Square, the North American debut of The Standard brand’s more irreverent sibling, is set to anchor a towering new entertainment destination complete with an enclosed free-fall thrill ride, a rooftop pool, an observation deck more than 1,000 feet above Manhattan, and an extensive lineup of restaurants, bars, and nightlife venues.
The project, being developed by Extell Development Company in partnership with Hyatt Hotels Corporation, promises to bring a whole new meaning to checking into Times Square. And with an anticipated opening in 2028, New Yorkers have quite a bit to look forward to.
From a soaring Midtown skyscraper to a full-blown entertainment destination
Heading to 255 West 45th Street in Manhattan’s Theater District, The StandardX Times Square will occupy a major new development known as The Torch.
The towering project is being developed by Extell, the New York-based real estate company behind several prominent Manhattan properties. Designed by ODA, with SLCE as architect of record, the building is planned to reach approximately 1,067 feet tall, adding a dramatic new silhouette to the Midtown skyline.
But The Torch isn’t just about adding another supertall to the city. The development is being envisioned as a destination that brings together hospitality, dining, and entertainment, with attractions designed to draw visitors well beyond its hotel guests.
The StandardX will serve as the building’s hotel anchor, bringing approximately 1,800 guestrooms to the property. According to Hyatt, it will become the brand’s first hotel in North America and one of its most ambitious flagship properties.
What to expect inside The Torch
Forget simply booking a room and calling it a night. The Torch is planning an extensive collection of attractions and amenities, with several major features already revealed.
Here’s a first look at what’s planned:
- An enclosed free-fall thrill ride: Perhaps the most unexpected addition, the development will feature an enclosed free-fall attraction high above the city. Back in 2023, reports stated the attraction would climb 26-feet tall, though no further specifics have been released at this time
- A sky-high observation deck: Visitors will be able to take in sweeping views from an observation deck more than 1,000 feet above Manhattan
- A rooftop swimming pool: The development will also feature a rooftop pool, adding another standout amenity to the property
- Restaurants, bars & nightlife: A substantial collection of food and beverage concepts is planned throughout the building, including a rooftop bar and lounge. Street-level restaurants and social spaces will also welcome New Yorkers, not just hotel guests
Amar Lalvani, Chief Creative Officer, Hyatt and President & Creative Director, The Lifestyle Group, Hyatt, stated:
In Times Square, a lot of it will be happening right inside the building. I love that. It’s energetic, theatrical and completely over the top. We want to embrace that, have some fun with it, and create something that could only happen in New York. And only right there.
Meet the StandardX
While The Torch is certainly the main attraction, its hotel anchor has a pretty interesting story of its own.
The StandardX is the more streamlined, accessible counterpart to The Standard, the hospitality brand known for its design-forward hotels, restaurants, nightlife, and cultural programming. Think of it as the younger sibling: a little more casual, but with plenty of personality.
The brand launched in 2023, though the Times Square location will mark its first-ever North American hotel.
According to Hyatt, the concept is built around keeping the essentials great—think: comfortable beds, thoughtful design, and a connection to the surrounding neighborhood—while making the overall hotel experience simpler and more accessible.
When will The StandardX Times Square open?
New Yorkers will have to wait a little while before they can experience the new development firsthand. The StandardX Times Square is anticipated to open in the second half of 2028, according to Hyatt.
Additional details about the hotel’s design, dining and nightlife concepts, and creative collaborations are expected to be announced closer to its opening.
And while the project is a major addition to The Standard’s growing portfolio, Hyatt has emphasized that this particular Times Square property is intended to be a one-of-a-kind flagship rather than a blueprint for every future StandardX hotel.
The quick details
- What: The StandardX Times Square, a new hotel and entertainment destination
- Where: 255 West 45th Street, Manhattan’s Theater District
- When: Anticipated to open in the second half of 2028
- What’s inside: Approximately 1,800 hotel rooms, an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan, a rooftop pool, restaurants, bars, and nightlife venues
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