New brand The StandardX to debut in Melbourne

24 Nov 2023 by Mark Caswell
The StandardX, Melbourne (image supplied by Purple PR)

Standard International has unveiled new brand The StandardX, described as “the rebellious younger sibling of The Standard”.

The Standard Hotels brand dates back to 1999 when the first property opened in Hollywood, and the group said that “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.”

The result of this is The StandardX, which the group says will offer “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, Melbourne (image supplied by Purple PR)

Standard International said that the new brand “distills The Standard experience down to its very essence”, with minimalist rooms, “come-hither cultural programming and intuitive hospitality without pretension”.

The new brand is set to debut in Melbourne’s Fitzroy suburb in February 2024, with the hotel taking inspiration from the areas “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”.

The property will 125 rooms, all day Thai eatery BANG, The Box retail shop for essentials, snacks and beverages, and guest-only venue The Roof for tacos and ceviche with views of the city.

Interior design will include columns wrapped in macrame by local artist Sarah Smalltown, and paintings by Dane Lovett, alongside custom furniture and antique pieces.

The StandardX, Melbourne (image supplied by Purple PR)

The group also revealed that target locations for The StandardX brand include Bangkok, Brooklyn and East Austin.

Last year The Standard opened its first Thai hotel within the 78-storey King Power Mahanakhon Building in Bangkok’s central business district.

The group also unveiled plans to expand sister brand The Peri Hotels, with a new-build property in Bangkok’s Sukhumvit district.

Standard International to expand The Peri Hotel brand with new Bangkok property,

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