Hyatt will open 1,800-room StandardX Times Square in late 2028

Hyatt is partnering with Extell Development Company on a roughly 1,800-room StandardX hotel at 255 West 45th Street in Manhattan's Theater District, due in the second half of 2028. The North American debut of the brand will include an enclosed free-fall thrill ride and an observation deck more than 1,000 feet above Manhattan. The tower is called The Torch.

StandardX is a simpler, more casual sibling of The Standard. Design will reflect New York's theatrical character in rooms that are expressive but straightforward. Hyatt described the project as a one-off flagship unique to New York, not a model for other StandardX hotels. The only StandardX now open is a 125-room property in Melbourne. A 62-room Bangkok hotel was later rebranded to Unscripted by Hyatt.

Once it opens, World of Hyatt members would gain Hyatt's largest hotel in New York, though award pricing and category are not yet known. There is nothing to book until Hyatt publishes World of Hyatt award pricing ahead of the opening in the second half of 2028.