The project is expected to open in the second half of 2028. Credit: Hyatt Corporation.

Hyatt Hotels and Extell Development Company have revealed plans to open The StandardX Times Square in New York, marking the debut of The StandardX brand in North America.

The approximately 1,800-room flagship hotel will occupy part of the 255 West 45th Street development in Manhattan.

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Extell Development Company is developing the project, which is expected to open in the second half of 2028.

The building will include restaurants and nightlife venues.

Plans also include a rooftop bar and lounge, rooftop pool, observation deck positioned more than 1,000ft above Manhattan, and an enclosed free-fall thrill ride.

Guestrooms will follow a simpler format while shared areas will incorporate design and music elements associated with The Standard.

The project follows earlier work between Hyatt and Extell Development Company and adds to Hyatt’s Lifestyle portfolio.

Hyatt chief creative officer and The Lifestyle Group president and creative director Amar Lalvani said: “The Standard brand has always been about being part of the city. With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible.”

Chicago-based Hyatt Hotels’ portfolio encompasses more than 1,500 hotels and all-inclusive resorts across 83 countries.

The Standard is a lifestyle hotel brand established in 1999, with flagship locations in New York, London, and Bangkok. Its sister brand, The StandardX, focuses on a concept featuring simple rooms, fewer structured amenities, and a focus on the local neighbourhood culture.

Extell Development is a US real estate company that develops commercial, hospitality, mixed-use, residential and retail properties primarily in New York and Utah.

The firm’s completed projects include Central Park Tower, One57, One Manhattan Square, Brooklyn Point, and the W Hotel Times Square in New York. Its hospitality portfolio also includes the InterContinental Boston, the Four Seasons Resort and Residences Vail, and the Grand Hyatt Deer Valley.

Extell is currently developing a new Four Seasons Resort and Residences and a Waldorf Astoria Deer Valley Resort and Residences in Park City, Utah.