The Standard unveils latest brand The StandardX

Australia: Lifestyle hotel company Standard International will launch its new brand, The StandardX, in Melbourne February 2024.

Described as the “rebellious, younger sibling” of The Standard, the new brand will feature minimalist rooms and a cultural program which reflects the local art, fashion and music scenes of its locations.

The first hotel will launch in Fitzroy, Melbourne early next year. Interior design firm Hecker Guthrie drew inspiration from the area’s heyday, when in the 70s and 80s artists such as Nick Cave, Ollie Olsen, Stuart Grant and Rowland S. Howard established the Little Band scene.

The StandardX, Melbourne features 125 rooms, an exclusive rooftop dining venue for hotel guests led by executive chef Justin Dingle-Garciyya, an all-day Thai restaurant BANG, and a retail concept called The Box. 

Local artist Sarah Smalltown and paintings from Dane Lovett are featured throughout the property, and custom furniture and antique pieces will also be on display.

Expansion plans for The StandardX brand include target markets such as Bangkok, Brooklyn, East Austin and more.

The Standard has global properties in New York, Miami, London, the Maldives, Hua Hin, Ibiza, and Bangkok. Standard hotels in Singapore, Lisbon, Brussels, Vienna, Dublin, Brooklyn, Pattaya, Medellin, Vancouver, and Mexico are under development.

Earlier this year, the brand revealed it would triple its portfolio over the next five years.

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