Inside The StandardX Hospitality Brand, And Its Debut Melbourne Hotel
The Standard, Hollywood set the blueprint for a new wave of hotels, one that incorporated cool culture, experiences, style, and an alluring vibe that attracted guests and visitors alike, whether for a lie down, a nightcap or a wild party—and in its 25th anniversary year, Standard International is back with its latest concept, meet The StandardX.
After all, Standard International is a pioneer of lifestyle hotels, and as such, decided to shake things up a bit, evolve with the times, and The StandardX is the embodiment of that with an updated offering but the enduring Standard spirit—think of it as the younger, wild child sibling. And they’re always fun to be around, especially in Melbourne, the first location for the brand.
Fresh from it’s opening in Fitzroy, Melbourne this month, Amber Asher, CEO of Standard International says,“It’s designed for that spontaneous, curious traveler who is eager to explore and maximize their time in the city.” With experiences at the heart of its offering, Amber says, The StandardX “draws inspiration from our Hollywood roots, our team launched this brand to be accessible to the next generation traveler who prioritizes human connection, culture, and experiences over turndown service and fine dining restaurants.”
