StandardX Times Square Hotel to Open in 2028

The 1,800-room development at 255 West 45th Street will include an observation deck and a thrill ride.

Updated on Oct. 28, 2026 in Hotels

StandardX Times Square Hotel to Open in 2028

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Hyatt Hotels Corporation and Extell Development Company are partnering to launch The StandardX Times Square, an 1,800-room project in Manhattan. The hotel is expected to welcome guests in the second half of 2028.

Why it matters

The project represents the North American debut of The StandardX brand and aims to expand the footprint of The Standard hotel portfolio in New York City.

The development will feature 1,800 rooms and an observation deck reaching a height of 1,000 feet. The site is located at 255 West 45th Street in the heart of Times Square.

The players

Hyatt Hotels Corporation

This is a global hospitality company that manages and franchises a wide range of hotel, resort, and vacation properties.

Extell Development Company

This is a full-service real estate developer based in New York City that focuses on high-end residential, commercial, and hospitality projects.

The details

The property will integrate hotel accommodations with diverse dining, nightlife, and entertainment options. Designers plan to utilize bold colors, sculptural forms, and reflective finishes to create a distinct visual presence in the neighborhood.

The StandardX Times Square is anticipated to open in the second half of 2028.

Travel Outlook

The integration of an observation deck and thrill ride at The StandardX mirrors the recent trend of high-altitude tourist attractions at iconic Midtown sites like the Edge at Hudson Yards. This marks a strategic shift toward experience-led hospitality in the competitive New York market.

Travelers planning visits to Manhattan in late 2028 should monitor for opening dates and reservation availability as the hotel nears completion. Prospective guests can expect a mix of nightlife and entertainment amenities alongside standard lodging options.

The takeaway

This development highlights how luxury hotel brands are increasingly incorporating extreme entertainment and vertical experiences to stand out in dense urban markets. Visitors to Times Square can look forward to a new landmark destination that blends hospitality with thrill-seeking attractions.