- Extell developing StandardX in NYC.
- Hotel to feature observation deck above 1,000 feet.
- It’s expected to open in H2 2028.
The property will be a flagship for StandardX, with its scale and range of attractions making it different from a model for future hotels under the brand. The hotel will feature a free-fall ride, an observation deck above 1,000 feet, a rooftop pool, restaurants, bars and public social spaces, Hyatt Hotels Corp. said in a statement.
“With StandardX, we’ve made the concept simpler and more accessible, usually placing guests in lively neighborhoods,” said Amar Lalvani, Hyatt’s chief creative officer and president and creative director for The Lifestyle Group. “In Times Square, much of the activity will be right inside the building.”
Ari Alowan Goldstein, Extell’s senior vice president, said the project would be a distinctive development in a well-known location.
Separately, Hyatt is introducing financing options, a smaller hotel prototype and conversion brands to reduce development costs and support expansion in more U.S. markets.
