The StandardX: Younger Sibling of “The Standard” Hotel Chain Coming Soon

Photo provided Courtesy of the StandardX, Melbourne

First launched in 1999 in Hollywood, The Standard attracted throngs of people for its parties, including club nights and poolside bashes.

Since then, the hotel has taken up a more mature stance while preserving the original wild streak across all its locations around the globe with elevated design.

The Legacy

After a quarter of a century, The Standard is now coming forth with a new concept—The StandardX. Speaking of its history to date, the CEO of Standard International, Amber Asher, revealed the true essence of what people saw in The Standard.

She claimed that people were attracted to the lifestyle hospitality of The Standard, and not the Michelin-level culinary options or over-the-top design budget. She also stated that this very X-factor formed the inspiration behind the hotel’s new name!

The Vision

Photo provided Courtesy of the StandardX, Melbourne

Asher also spoke on the vision for the new hotel, that is, the return to the unbridled and raw simplicity that enabled the next generation traveler to experience the city through the exclusive “The Standard” brand.

Set to open 25 years after the opening of the original The Standard, with the first property located in the Fitzroy neighborhood of Melbourne, The StandardX has been designed to be the ‘rebellious younger sibling of The Standard’.

It’s New

Elaborating on the StandardX, Asher revealed that the new property, consisting of 125 guest rooms, will be based mainly around two social spaces with a minimalist touch to each of the guest rooms.

The two social spaces include a Thai street food-inspired spot named Bang, and The Roof restaurant, inspired by Mercado Medellín in Mexico City—the second of which will only be open to hotel guests, while Bang will be accessible to the public.