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New York’s Times Square is getting a 1,800-room hotel featuring a free-fall thrill ride and a rooftop pool on the Manhattan skyline.
The StandardX, sister brand to The Standard hotel group, is set to make its North American debut at 255 West 45th Street, located in the heart of Manhattan's Theatre District.
An observation deck more than 1,000 feet above Manhattan, a rooftop pool, an extensive selection of restaurants and an enclosed free-fall thrill ride will all be on offer to guests checking in.
The hotel is anticipated to open in the second half of 2028.
According to Hyatt Hotels, the rooms will be simpler, the service more casual and the experience more streamlined than original The Standard group hotels.
The Standard already has two properties in New York: The Standard, East Village and The Standard, Highline.
Interiors at StandardX will “draw on New York’s theatrical character” with bold colour, sculptural forms and reflective finishes.
Restaurants and social spaces at street level plan to welcome hotel guests and New Yorkers alike.
Amar Lalvani, chief creative officer, Hyatt, said: “The Standard brand has always been about being part of the city.
"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 neighbourhood, 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. We want to embrace that, have some fun with it, and create something that could only happen in New York. And only right there.”
Tourists in London will soon be able to check in to one of London’s most iconic landmarks with the opening of a new luxury hotel in Admiralty Arch.
Waldorf Astoria London, Admiralty Arch is set to welcome overnight guests for the first time in its history in autumn 2026, following an extensive restoration of the Grade I-listed monument.
The monument is located on the opposite end of the Mall from Buckingham Palace, close to Trafalgar Square.
Read more: Luxury hotel to open in one of London’s most iconic landmarks