Standard International, the parent company of The Standard, has introduced a new hotel brand, The StandardX. The new hotel concept blends avant-garde hospitality and the rich tapestry of local culture.
The new brand is a revamped version of a classic Standard experience, customized and modeled to cater to the evolving needs of the modern traveler without sacrificing the features guests like about The Standard.
The Standard, Hollywood first opened 25 years ago and has since become an iconic property on the Sunset Strip. StandardX takes cues from the hotel and distills The Standard experience down to its X-factor, the company said in a release.
Designed as the “rebellious younger sibling” of The Standard, The StandardX will feature minimalist rooms with cultural programming in culturally rich locations.
The brand will open its first-ever property in Australia, The StandardX, Melbourne, in February 2024. Located in the post-industrial enclave of Fitzroy, the hotel draws its inspiration from Fitzroy’s 70s and 80s heyday. The neighborhood has transformed from its Little Band era days but continues to be culturally significant.
Hecker Guthrie, the Melbourne-based interior design company, was inspired by The Standard’s classic imprint to reflect Fitzroy’s rebellious spirit while designing the hotel. The StandardX, Melbourne, features 125 rooms and innovative public spaces. The ground floor opens to an elevated loft with a fireplace. The upper floors feature views of Fitzroy and Melbourne.
The hotel will have three dining concepts — “The Roof,” a rooftop venue; “BANG,” an all-day dining concept; and “Box,” the retail concept that will offer a collection of daily essentials, lifestyle items as well as snacks and beverages which guests can enjoy in-room or on-the-go.
The hotel features artworks by local talent, such as Jane Sinclair.
Future expansion plans of StandardX include opening properties in locations such as Brooklyn, Bangkok, East Austin and more.
