As a pioneer of lifestyle hotels, The Standard has a distinguished history of sparking cultural shifts and providing unforgettable hospitality in cities like New York, Miami, London, and Bangkok, as well as in chic locales such as Hua Hin, Ibiza, and the Maldives.
Now, enter The StandardX, Melbourne – an ode to the brand’s youthful roots. Set to open its doors in February 2024, this innovative hotel concept takes inspiration from The Standard’s iconic past. Twenty-five years ago, The Standard, Hollywood, redefined the Sunset Strip hotel scene, becoming young Hollywood’s epicenter. From ping pong on blue AstroTurf to legendary nightclubs tucked behind 24-hour diners, it was a place to party and be seen.
The StandardX embodies the spirit of its predecessor, capturing something bold, new, and surprising. Think of it as a classic Standard experience, reimagined for modern travel without losing the quirks that make The Standard beloved.
Distilling the essence of The Standard, The StandardX introduces the X-Factor – an indescribable raw energy discovered when the unexpected unfolds. As the rebellious younger sibling, The StandardX features minimalist rooms, come-hither cultural programming, and intuitive hospitality without pretension. Selecting locations pulsating with cultural pulses, the brand invites guests into the esoteric worlds of art, fashion, and music scenes, providing keys to unlock hidden treasures.
Nestled in Fitzroy, The StandardX, Melbourne, finds its roots in a neighborhood steeped in history – a vibrant, post-industrial enclave with a storied past of iconic record stores, punk clubs, writers’ haunts, and beloved party spots. Drawing inspiration from Fitzroy’s 70s and 80s heyday, when artists like Nick Cave and Rowland S. Howard established the Little Band scene; the hotel remains a gem in a softened landscape.
Melbourne’s Hecker Guthrie brings Fitzroy’s rebellious spirit into the 125 rooms and public spaces. The contemporary, uncomplicated aesthetic spans eight floors, offering room categories from the intimate Cozy King to the spacious Suite Spot. Featuring local talent like Jane Sinclair, the guestrooms provide a unique blend of comfort and artistry. With 24-hour room service and concierge, higher floors treat guests to stunning views of Fitzroy and the city.
In addition to its distinctive design, The StandardX introduces a trifecta of food and beverage concepts. Perched atop the hotel is The Roof, a secret hideaway offering a dining experience inspired by the melodic flavors of Mercado Medellin. Executive Chef Justin Dingle-Garciyya showcases delectable dishes, while an all-day Thai concept, BANG, displays bold street flavors. The property’s retail concept, The Box, offers everyday essentials, lifestyle items, and snacks for on-the-go enjoyment.
If you’re curious about this vibrant fusion of rebellious history and modern comfort, The StandardX, Melbourne, offers rates ranging between 250-350 AUD ($160 USD - $225 USD). Exciting future expansion plans for The StandardX brand include targets in Bangkok, Brooklyn, East Austin, and more.