The Standard International Reveals New Hospitality Brand: The StandardX
Debuting with a Melbourne, Australia location designed by Hecker Guthrie.
The Standard International has announced a new hospitality brand, The Standard X, designed to represent a merge of avant-garde hospitality with local cultural flair. This new brand is set to come to life through its debut location, located in Melbourne, Australia, starting in February of 2024.
The new venture signifies a return to the roots of The Standard brand, known for igniting cultural shifts and providing unforgettable experiences in major cities like New York, Miami, London and Bangkok.
The StandardX, situated in Melbourne’s vibrant Fitzroy neighborhood, celebrates the legacy of its predecessor, The Standard, Hollywood and also reinvents it for the modern traveler. Twenty-five years ago, The Standard, Hollywood made its mark on the hotel industry by blending luxury with the unconventional. It became a hub for young Hollywood, known for its unique features like “The Box” living art installation and its iconic nightclub.
The StandardX captures this spirit of innovation and surprise, aiming to distill the essence of The Standard experience, its “X-Factor,” into a raw, energetic atmosphere where guests can discover the unexpected. Details of the new venture include minimalist rooms, tailored cultural programming and intuitive hospitality.
Notably, the Fitzroy area is renowned for its historic record stores, punk clubs and artistic influence, with The StandardX, Melbourne, aiming to pay homage to the neighborhood’s creative past. The hotel draws inspiration from the area’s ’70s and ’80s artistic movements, echoing the energy of artists like Nick Cave and Rowland S Howard.
The debut location will feature 125 rooms and various public spaces, designed by Melbourne’s Hecker Guthrie, with a nod to the rebellious and free spirit of the area. Various design elements incorporate work from local artists like Sarah Smalltown and Dane Lovett, showcasing Melbourne’s talent pool.
Rooms range from the “Cozy King” to more spacious options like the “Suite Spot,” all of which offer essential comforts in a contemporary aesthetic, further highlighted by unobstructed city views.
The StandardX, Melbourne, will also feature a trio of distinct food and beverage concepts. “The Roof,” an exclusive rooftop spot with flavors inspired by Mercado Medellin, while “BANG,” the all-day Thai concept offers a taste of bold street flavors and lastly, “Box,” a retail concept, is planned to provide a selection of essentials and local products.
Opening rates for the Melbourne location are planned to start at 259 AUD or $169 USD per night, with plans for expansion into Bangkok, Brooklyn, East Austin and more in the near future.
