Times Square in New York City might just be the world’s most iconic address, known for its dazzling billboards, its proximity to Broadway, and, of course, its New Year’s Eve celebrations.
And in the next few years, there’s going to be a new address to know about here: The StandardX Times Square.
The newly announced hotel, set to open in the second half of 2028, will offer a new perspective on the locale, with an enclosed free-fall thrill ride on its upper floors, an observation deck more than 1,000 feet above Manhattan, and a rooftop pool.
The 1,800-key hotel will also bring with it new restaurants, bars and nightlife spots.
“The Standard brand has always been about being part of the city,” Amar Lalvani, chief creative officer at Hyatt, which owns the brand, said.
“With StandardX hotels, we’ve taken that same idea and made it simpler and more accessible.
“Usually, that means putting people in the middle of an interesting neighborhood, with everything happening right outside the door. In Times Square, a lot of it will be happening right inside the building. I love that. It’s energetic, theatrical and completely over the top.”
The Standard already has two properties in New York: The Standard, East Village and The Standard, Highline.
For those looking to experience the hotel brand here in Europe, there are hotels in London’s King’s Cross, Ibiza and Brussels, while a new property will be opening in Lisbon soon.
So far, there is only one The StandardX in the world, in Melbourne.
Other upcoming hotels in New York City
Iconic British restaurant The Wolseley is set to open its flagship hotel in New York early next year.
Found within what was once the clubhouse for The Lambs Club, the property is on 130 West 44th Street in Midtown Manhattan.
The Rockefeller Center will be getting its first ever hotel in 2027 when The Nell New York opens next autumn.
Created by Aspen Hospitality, which is known for The Little Nell, the hotel is taking over former office space and will have 130 rooms.
While not a new opening, The Plaza is set to close early next year for renovation works for at least four years.