The Standard will have a sister brand, StandardX
The Standard lifestyle hotel brand is getting a sister called StandardX.
Billed as The Standard’s “rebellious younger sibling,” StandardX aims to offer minimalist guestrooms, rich cultural programming and a service style described by parent company Standard International as “hospitality without pretension.”
The company added that StandardX gets some inspiration from the Standard Hollywood, which closed in January 2021. Opened in 1998 as the first Standard hotel, the property became known for its edgy, celebrity-driven atmosphere.
StandardX will make its debut in Australia, where the StandardX, Melbourne is slated to open in February. Located in the trendy Melbourne suburb of Fitzroy, the 125-room hotel will feature a loft-like lobby outfitted with macramé art, custom furniture and antique décor.
The hotel will be home to guest-only rooftop venue The Roof, all-day Thai restaurant Bang and The Box, a grab-and-go shop stocked with snacks, beverages and various sundries.
Rates at the StandardX, Melbourne will start at around $160 per night.
Standard International said it is eyeing expansion opportunities for StandardX in Bangkok; Brooklyn, N.Y.; and East Austin, Texas.
In addition to Standard and StandardX, Standard International’s brand portfolio includes The Peri Hotel and Bunkhouse.
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