Hotel company Standard International has unveiled a new lifestyle hotel brand, The StandardX, which is said to be a youthful reinvention of the core brand, The Standard.
In a press release, the company explained that “The Standard is no stranger to reinvention” and that the “new hotel concept… takes the iconic brand back to its youthful roots”.
The StandardX design will be conveyed through “minimalist rooms, cultural programming, and intuitive hospitality without pretension”. Hotel locations will be carefully selected to allow guests to thrive in places “thrumming with cultural pulses” and rich in art, fashion, and music.
“Here, guests aren’t whisked away from the neighbourhood but rather are provided with the keys to unlock its hidden treasures,” stated the company.
The brand will make its first appearance in Fitzroy, Melbourne, Australia. Set to open in February 2024, The StandardX, Melbourne will be neighbours to “iconic record stores, sticky-carpeted punk clubs, legendary writers’ haunts, and beloved party spots”. Guests can expect to find Fitzroy’s charms reflected in the hotel’s interior spaces and 125 rooms, as well as a collection of art produced by local talents.
Facilities will include F&B venues and The Box, a retail outlet where guests can pick up daily essentials, snacks and more.
A Standard International spokesperson told TTG Asia that more properties in Asia-Pacific carrying the new The StandardX brand will follow the Melbourne debut, and none will be rebranded from existing The Standard properties.