The StandardX, Melbourne, is scheduled to open in February 2024.
When The Standard, Hollywood, opened in 1999, it was, ironically, anything but standard. As the cool kid on the block, the hotel drew crowds for its party scene, from poolside bashes to late club nights. Since then, The Standard brand has matured, opening locations around the world featuring elevated design — with, of course, a touch of that original wild streak.
But after 25 years, The Standard is launching a new concept called The StandardX; its first property will open in Melbourne's Fitzroy neighborhood in February 2024.
"The Standard, Hollywood, was brilliant in its simplicity and contained an X-factor that people were drawn to. It wasn’t because of an over-the-top design budget or Michelin-level culinary options — it was just the true essence of lifestyle hospitality," said Amber Asher, CEO of Standard International, in an interview with Travel + Leisure. It's that X-factor that lends its name to the new hotel.
"This was an opportunity to return to raw, unbridled simplicity that was accessible to the next generation traveler looking to experience a city through the lens of The Standard brand," she added.
The StandardX, Melbourne, is designed to be the "rebellious younger sibling of The Standard," Asher said. The 125 guest rooms are quite minimalist, and the action is instead in the two main social spaces: The Roof restaurant, which is inspired by Mexico City's Mercado Medellín and only open to hotel guests, and Bang, a Thai street food–inspired spot. The loft-like lobby also beckons with plenty of seating areas furnished with both custom and vintage pieces, plus art by local creators.
Given this youthful persona, The StandardX, Melbourne's location in Fitzroy makes perfect sense. "Our team was taken with Fitzroy in particular due to its deep roots in culture, music, and the culinary scene," Asher said. "There’s also an easygoing energy and bohemian-edgy flair that was a catalyst for where we can take this new brand."
Rates at The StandardX, Melbourne, start at approximately $160 per night; book now at standardx.com/melbourne.
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