Marketing

Extell, Hyatt team to bring StandardX Hotel brand to North America

Image: Courtesy of Connect CRE

November 6, 2026

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Hyatt Hotels Corporation and the Extell Development Company plan 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 mark the brand's North American debut, according to a Connect CRE report.

The anticipated opening is in the second half of 2028. The hotel will include an enclosed free-fall thrill ride, an observation deck more than 1,000 feet above Manhattan and a rooftop pool.

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