Rendering credit: Extell Development Company
The Times Square supertall with a free-fall amusement ride and an outdoor observation deck will be anchored by a Hyatt-branded hotel. Extell Development Company and Hyatt Hotels Corporation on Wednesday announced plans to bring The StandardX, a “streamlined” version of The Standard brand, to 255 West 45th Street as part of the Torch, a 1,800-room hotel and entertainment destination currently under construction. Designed by ODA, with SLCE as the architect of record, the 1,067-foot-tall development is expected to be completed in the second half of 2028.
In addition to The StandardX Times Square, the Torch will feature an indoor free-fall thrill ride and an outdoor observation deck that is more than 1,000 feet above Manhattan. The development, which has the address of 740 Eighth Avenue, will also include a rooftop pool and a “collection of restaurants, bars, and nightlife destinations,” according to a press release. More details on the entertainment portion of the tower will be released at a later date.
Hyatt described The StandardX brand as the more accessible, “younger sibling” of The Standard, which operates in the Meatpacking District and the East Village currently. The StandardX Times Square will be the first StandardX property in North America.
“The Standard brand has always been about being part of the city,” Amar Lalvani, chief creative officer, Hyatt and president and creative director, The Lifestyle Group, Hyatt, 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.”
Lalvani added: “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.”
The city’s Department of Buildings first issued permits to Extell for the development in 2022. The project has an expected completion date of 2028.
As CityRealty reported, renderings depict podium and observation levels with faceted glass, “giving the structure a crystalline appearance,” with its crown intended to evoke the torch of the Statue of Liberty. The tower is currently being constructed around three small low-rise buildings, including an Irish pub, a gift shop, and an Italian restaurant.
“Hyatt and Extell share a commitment to thinking big and pushing boundaries, and 255 West 45th Street is a natural extension of that vision,” Ari Alowan Goldstein, Senior Vice President at Extell Development Company, said.
“We’ve built our reputation on delivering ambitious projects that shape skylines, offer innovative amenities and redefine destinations. With 255 West 45th Street, we are building something truly distinctive in one of the world’s most recognized locations. The StandardX team shares our vision for creating places that stand apart, and together, we’re bringing a new energy and perspective to Times Square.”
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