Standard hotels launches sister brand StandardX

Standard International Holdings has launched a new lifestyle hotel brand, the StandardX, 24 years after the launch of the first Standard hotel.

Opening in February 2024 in Melbourne, the first StandardX property will feature minimalist interiors and an extensive “cultural programme” that enables guests to enjoy the local art, fashion and music scene.

The hotel brand is preparing for future expansion in Bangkok, Brooklyn and East Austin and is being marketed as a “rebellious younger sibling of the Standard”.

The 125-bedroom hotel is located in Fitzroy and pays homage to artists such as Nick Cave, Stuart Grant and Ollie Olsen who frequented the bohemian neighbourhood in the 70s and 80s.

Designed by Hecker Guthrie, the lobby will feature a bold revolving door that opens into an elevated loft with a fireplace, custom furniture and antique objects, while the rooms – split across eight floors – will showcase a blue and white colour scheme.

Room categories range from Cozy King to Suite Spot, with rates starting from $160 (£128).

Artwork from local artists such as Sarah Smalltown, Dane Lovett and Jane Sinclair will also be displayed across the hotel.

The StandardX Melbourne will feature the Roof, a Mercado Medellín-inspired restaurant open exclusively to hotel guests from executive chef Justin Dingle-Garciyya, as well as Bang, an all-day Thai diner.

Standard International Holdings has a majority stake in the Bunkhouse Group and owns the Standard Hotels portfolio, which includes brands such as the Standard and Peri Hotels.

The Standard opened in London’s King’s Cross in 2019. It also has sites in New York, Miami and the Maldives. Hotels in Singapore, Lisbon and Vienna are also in the pipeline.