# Hyatt brings StandardX brand to North America with New York flagship

> Hyatt announced The StandardX Times Square, featuring an observation deck, rooftop pool and a free-fall ride in the Theater District.

- **Section:** New hotels
- **Published:** 2026-10-29
- **Publisher:** Voyage (https://thevoyage.gr)
- **Type:** our own summary of someone else’s reporting
- **Source:** Hotel Dive — https://www.hoteldive.com/news/hyatt-brings-standardx-brand-north-america-nyc-flagship-hotel/873156/

Hyatt has announced The StandardX Times Square, the first StandardX-branded hotel in North America, described as the irreverent younger sibling to The Standard. The property will feature an observation deck, a rooftop pool and a free-fall thrill ride in the city's Theater District.

StandardX debuted in Melbourne, Australia, in 2024. According to Amar Lalvani, Hyatt's recently appointed chief creative officer, the goal is to carry forward The Standard's ethos of being part of the city, made simpler and more accessible. The brand also has an upcoming property announced in Thailand.

Inspired by New York City's theatrical character, the hotel's design will include bold color, sculptures and reflective finishes. Guest rooms are described as expressive but straightforward, while public spaces will combine design, music and social energy.

New York already hosts two Standard hotels, in the Meatpacking District and East Village. The new flagship in Times Square builds on Hyatt's partnership with Extell Development, which previously collaborated on the Grand Hyatt Deer Valley in Utah. Separately, Hyatt plans to convert The South Congress Hotel in Austin, Texas, into a Standard-branded property, with an opening expected this spring.

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This summary was written by Voyage based on reporting by Hotel Dive. The full article is at https://www.hoteldive.com/news/hyatt-brings-standardx-brand-north-america-nyc-flagship-hotel/873156/. Canonical URL of this page: https://thevoyage.gr/en/a/hyatt-brings-standardx-brand-to-north-america-with-new-york-flagship