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New hospitality brand unveiled: StandardX

In February 2024, Standard International debuts its inaugural lifestyle hotel brand concept in Melbourne, Australia

As times evolve and people change, so do hotels and no brand captures this transformation quite like The Standard, a pioneer of lifestyle hotels.

With a rich history of igniting cultural shifts while delivering unforgettable hospitality in marquee locations such as New York, Miami, London, and Bangkok, as well as chic outposts in Hua Hin, Ibiza, and the Maldives, The Standard is no stranger to reinvention.

And just as every elegant it-girl has her wild side, so does The Standard.

Enter The StandardX, Melbourne is set to open in February 2024 – this new hotel concept from Standard International takes the iconic brand back to its youthful roots. Think of it as a classic Standard experience, retailored to fit rough-and-ready modern travel without sacrificing all the quirks that make The Standard so beloved.

Located in the vibrant, post-industrial enclave of Fitzroy, The StandardX, Melbourne is rooted in a neighborhood with a storied history of iconic record stores, sticky-carpeted punk clubs, legendary writers’ haunts, and beloved party spots. The hotel takes inspiration from Fitzroy’s 70s and 80s heyday when artists like Nick Cave, Ollie Olsen, Stuart Grant, and Rowland S. Howard established the Little Band scene and created a hotbed of creative energy where experimental art, music, and culture flourished.

Apart from 24-hour room service and guest experiences, the higher floors feature views across Fitzroy and the city.

A trifecta of distinct food and beverage concepts will leave a lasting impression on guests and locals alike. Perched atop the hotel is The Roof, a secret hideaway accessible exclusively to hotel guests, offering a dining experience inspired by the melodic flavors of Mercado Medellin. Guests will be surrounded by incredible panoramic views of Fitzroy and Melbourne, creating the ultimate city playground.

Executive Chef Justin Dingle-Garciyya showcases delectable dishes including tacos, ceviche and more. The property will also feature BANG, an all-day Thai concept with a medley of bold street flavors and techniques on display.

The StandardX, Melbourne Guestroom

Standard International has exciting future expansion plans for The StandardX brand, with targets in Bangkok, Brooklyn, East Austin and more.

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