Standard International Unveils New Hospitality Brand, “The Standardx”

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 on August 8 – 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 neighborhood 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 neighborhood 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.

In keeping with its Standard DNA, style rules the day at The StandardX, with interiors led by Melbourne-based interior design firm Hecker Guthrie. 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, where guestrooms are awash with a palette of blue and white while 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, with work from artists such as Jane Sinclair.

A trifecta of distinct food and beverage concepts will leave a lasting impression on guests and locals alike. Led by Executive Chef Justin Dingle-Garciyya, BANG, an all-day Thai concept, sees a medley of bold street flavours and techniques on display. The menu, crafted to unite, draws influence from Asian flavours to redefine Thai street food; showcasing a sophisticated fusion of culture and gastronomy, where traditional Thai recipes are transformed using produce sourced from Melbourne and Victoria.

Perched atop the hotel is The Roof, a secret hideaway accessible exclusively to hotel guests with panoramic views of Fitzroy and Melbourne, offering a dining experience inspired by the melodic flavours of Mercado Medellin. Located in the lobby, The Box is a retail concept that includes everyday essentials, lifestyle items, as well as snacks and beverages to be enjoyed on-the-go or in room. Cheeky and charming in equal measure, each of the 125 rooms are fitted with features for discerning travellers and blends the grittiness of Fitzroy’s urban fabric with the culture and modern comforts guests know and love from The Standard brand. From an intimate Cozy King to a spacious Suite Spot with unobstructed views of Fitzroy and the city skyline, rooms at The StandardX, Melbourne are designed with a contemporary, uncomplicated aesthetic in mind.

Average rates for The StandardX, Melbourne will range between 250 – 350 AUD ($160 USD – $225 USD). Standard International has exciting future expansion plans for The StandardX brand, with potential targets in Brooklyn, East Austin, Bangkok, and more. For more details on The StandardX or specific information about The StandardX, Melbourne, please visit www.StandardX.com and www.standardx.com/melbourne. On social, please find @thestandardx and @thestandardxmelbourne.

About Standard International (The Standard Hotels)

Standard International Holdings is the parent company of The Standard Hotels portfolio which owns The Standard, The Peri Hotels, The StandardX and majority stake of Bunkhouse Group. Created in 1999, The Standard hotels are known for their pioneering design, taste-making clientele, and unrelenting un-standard-ness. With its original outpost in Hollywood, The Standard has now opened properties in marquee locations globally including in New York, Miami, London, the Maldives, Hua Hin, Ibiza, and Bangkok. Be it a city hotel, seaside resort, or rooftop bar, the goal of every Standard project is to defy convention and up the aesthetic stakes. Since then, the brand has been lauded for its distinct approach to hospitality, travel, dining, and nightlife. Standard hotels in Singapore, Lisbon, Brussels, Vienna, Dublin, Brooklyn, Pattaya, Medellin, Vancouver, and Mexico are under development. Standard International has expanded their portfolio with branded residences under development in Miami, Lisbon, Phuket and Hua Hin. www.standardhotels.com @thestandard