As times evolve and people change, so do hotels, and no brand captures this transformation quite like The Standard, a pioneer of lifestyle hotels. With a rich history of igniting cultural shifts while delivering unforgettable hospitality in marquee locations such as New York, Miami, London, and Bangkok, as well as chic outposts in Hua Hin, Ibiza, and the Maldives, The Standard is no stranger to reinvention. And just as every elegant it-girl has her wild side, so does The Standard.
Enter The StandardX, Melbourne – opening in February 2024 – this new hotel concept from Standard International takes the iconic brand back to its youthful roots. Twenty-five years ago, The Standard, Hollywood opened its doors on the Sunset Strip changing the game for the hotels. As the epicenter of young Hollywood, The Standard, Hollywood was a place to party and be seen, whether playing ping pong poolside on blue AstroTurf or slipping downstairs into the legendary nightclub behind a 24-hour diner. At The Standard, outlandish ideas – like welcoming guests with ‘The Box’, a living art installation that featured models within, like the iconic episode of Sex and the City, “a fishtank”, or decking out each room with a silver beanbag – became cool and natural.
Years later, every trendy hotel takes its cues from The Standard, Hollywood. Which means that to really embody that hotel’s spirit, you have to mess things up a little – capture something brazen, new and surprising, like The Standard Hollywood did in its heyday. And that’s The StandardX. Think of it as a classic Standard experience, retailored to fit rough-and-ready modern travel without sacrificing all the quirks that make The Standard so beloved.
The StandardX distills The Standard experience down to its very essence…its X-Factor. It’s an indescribable raw energy that occurs when discovering the unexpected. As the rebellious younger sibling of The Standard, The StandardX design is visible through minimalist rooms, complemented by come-hither cultural programming and intuitive hospitality without pretension. The brand boldly selects locations thrumming with cultural pulses to welcome guests into the esoteric worlds of art, fashion, and music scenes. Here, guests aren’t whisked away from the neighbourhood but rather are provided with the keys to unlock its hidden treasures.
Located in the vibrant, post-industrial enclave of Fitzroy, The StandardX, Melbourne is rooted in a neighbourhood with a storied history of iconic record stores, sticky-carpeted punk clubs, legendary writers’ haunts, and beloved party spots. The hotel takes inspiration from Fitzroy’s 70s and 80s heyday, when artists like Nick Cave, Ollie Olsen, Stuart Grant and Rowland S. Howard established the Little Band scene and created a hotbed of creative energy where experimental art, music, and culture flourished. And while the area has evolved from its Little Band origins and softened its edges, it’s still a gem.
Melbourne interior design firm Hecker Guthrie drew inspiration from The Standard’s classic imprint to reflect Fitzroy’s rebellious spirit into the 125 rooms and unique public spaces. Upon entering the lobby through a familiar bold revolving door, the ground floor opens to an airy elevated loft with a fireplace that beckons guests to linger longer. Columns wrapped in macrame by local artist Sarah Smalltown and paintings from Dane Lovett are complemented by custom furniture and antique pieces. A contemporary, uncomplicated aesthetic spans eight floors, with room categories ranging from the intimate Cozy King to spacious Suite Spot that offer all the essentials without the superfluous. Amidst a palette of blue and white in the guestrooms, a plush bed sits focally, complemented by a millwork ledge that doubles as a writing corner and open closet. Melbourne’s influence of local talent is unmistakable and hard to be missed, with work from artists such as Jane Sinclair. Apart from 24-hour room service and guest experiences, the higher floors feature views across Fitzroy and the city.
A trifecta of distinct food and beverage concepts will leave a lasting impression on guests and locals alike. Perched atop the hotel is The Roof, a secret hideaway accessible exclusively to hotel guests, offering a dining experience inspired by the melodic flavours of Mercado Medellin. Guests are surrounded with incredible panoramic views of Fitzroy and Melbourne, creating the ultimate city playground. Executive Chef Justin Dingle-Garciyya showcases delectable dishes including tacos, ceviche and more. The property will feature BANG, all-day Thai concept where a medley of bold street flavours and techniques are on display. The StandardX’s approach to easygoing hospitality is visible at The Box, a retail concept that includes everyday essentials, lifestyle items, as well as snacks and beverages to be enjoyed on-the-go or in room.
Standard International has exciting future expansion plans for The StandardX brand, with potential targets in Bangkok, Brooklyn, East Austin and more.