Standard International choses Australia for new brand premiere

Pictured: The StandardX, Melbourne’s lobby.
Standard International has revealed that its new The StandardX brand will make its global debut in Melbourne, Australia.

The inaugural site, The StandardX, Melbourne, will open in the Victorian city in February 2024.

Original inspiration

This new concept takes The Standard brand back to its youthful roots, taking inspiration from its first hotel 25 years ago on Los Angeles’ Sunset Strip, The Standard, Hollywood.  As the epicentre of young Hollywood, the property embraced unusual ideas like welcoming guests with ‘The Box’, a living art installation that featured models within, or decking out each room with a silver beanbag.

The StandardX is aiming to take that brazen and surprising spirit and re-tailor it to fit ‘rough-and-ready’ modern travel without sacrificing its quirks.

Minimalist design

The StandardX distils The Standard experience down to its essence, with design visible through minimalist rooms, complemented by cultural programming and intuitive hospitality without pretension. 

The brand will be selecting locations with cultural pulses to welcome guests into the esoteric worlds of art, fashion, and music scenes. Travellers will be able to unlock the local neighbourhood’s hidden treasures.

First location

For the brand’s first location, in Melbourne’s Fitzroy suburb, the hotel takes inspiration from the area’s 70s and 80s heyday, where experimental art, music, and culture flourished.

Melbourne interior design firm Hecker Guthrie drew inspiration from The Standard’s classic imprint to reflect Fitzroy’s rebellious spirit into the 125 rooms and unique public spaces. Upon entering the lobby through a revolving door, the ground floor opens to an elevated loft with a fireplace. Columns wrapped in macrame by local artist Sarah Smalltown and paintings from Dane Lovett are complemented by custom furniture and antique pieces.

Guestroom aesthetic

A contemporary, uncomplicated aesthetic spans eight floors, with room categories ranging from the intimate Cozy King to spacious Suite Spot that offer all the essentials without the superfluous.

Amidst a palette of blue and white in the guestrooms, beds are complemented by a millwork ledge that doubles as a writing corner and open closet. Melbourne’s influence of local talent is showcased with work from artists such as Jane Sinclair. Apart from 24-hour room service and guest experiences, the higher floors feature views across Fitzroy and the city.

Dining treble

A trifecta of food and beverage concepts is capped by The Roof atop the hotel, offering a dining experience inspired by the flavours of Mercado Medellin. Guests will be surrounded with panoramic views of Fitzroy and Melbourne. Executive chef Justin Dingle-Garciyya will create dishes including tacos and ceviche. Furthermore, the property will feature Bang, an all-day Thai concept boasting street food flavours and techniques.

The StandardX, Melbourne will also offer The Box, a retail concept that includes everyday essentials, lifestyle items, as well as snacks and beverages to be enjoyed on-the-go or in room.