Standard International is set to unveil a new hospitality brand, The StandardX, in February 2024. Debuting in Melbourne, Australia, the concept taking the group back to its youthful roots.
Situated in the post-industrial enclave of Fitzroy, The StandardX Melbourne is rooted in a neighbourhood 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 1970s 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.
Melbourne-based interior design firm Hecker Guthrie drew inspiration from The Standard’s classic imprint to inject Fitzroy’s rebellious spirit into the public spaces and 125 guestrooms. Upon entering the lobby through a familiar bold revolving door, the ground floor opens to an airy elevated loft with a fireplace that beckons guests to linger longer. Columns wrapped in macrame by local artist Sarah Smalltown and paintings from Dane Lovett are accompanied by bespoke furniture and antique pieces.
A contemporary, uncomplicated aesthetic spans eight floors, with room categories ranging from the intimate Cozy King to spacious Suite Spot. Amidst a palette of blue and white in the guestrooms, a bed sits focally, complemented by a millwork ledge that doubles as a writing corner and open closet. Melbourne’s influence of local talent is hard to be missed, with work from artists such as Jane Sinclair.
F&B concepts meanwhile will include The Roof, a secret hideaway accessible exclusively by hotel guests, where Executive Chef Justin Dingle-Garciyya will offer a dining experience inspired by the flavours of Mercado Medellin, serving up tacos, ceviche and more. The property will also feature Bang, all-day Thai concept where a medley of street flavours and techniques are on display. The StandardX’s approach to easygoing hospitality is epitomised by The Box, a retail concept that includes everyday essentials, lifestyle items, and snacks and beverages that can be enjoyed on-the-go or in room.
As the rebellious younger sibling of The Standard, The StandardX is centred around minimalist rooms complemented by cultural programming and intuitive hospitality. Going forward, the brand will select locations that welcome guests into the worlds of art, fashion and music. Rather than whisking visitors away from the neighbourhood, they will be provided with the keys to unlock its hidden treasures.
