Hyatt has unveiled plans for The StandardX Times Square, a flagship hotel that will occupy a supertall skyscraper currently under construction in Midtown Manhattan. Scheduled to open in the second half of 2028, the 1,800-room property will become Hyatt's largest hotel in New York City and rank among the city's largest hotels overall.
The project's attractions extend well beyond accommodation: plans include a rooftop pool, an observation deck more than 1,000 feet above the ground, and an enclosed free-fall thrill ride. The tower, known as The Torch and backed by Extell Development Company, will also house an extensive collection of restaurants, bars, and nightlife venues.
Situated near Times Square in the Theater District, the hotel will draw on the city's theatrical identity. Straightforward yet expressive rooms will be complemented by public spaces combining design, music, and social activity. Hyatt emphasizes that the property is intended as a distinctive, one-off flagship rather than a template for future StandardX developments.
Launched in 2023, StandardX opened its first location later in Melbourne, Australia. The brand offers a pared-back alternative to The Standard, retaining its emphasis on design and connections with the surrounding city while simplifying rooms and adopting more casual service. Amar Lalvani, Hyatt's chief creative officer and president and director of Hyatt Lifestyle Group, described the Times Square project as a variation on that neighborhood-focused approach: much of the activity guests encounter will take place within the building itself.
