Insights into the StandardX hotel brand and its first hotel in Melbourne

The Standard, Hollywood was the blueprint for a new wave of hotels that combined cool culture, experiences, style and a seductive atmosphere, attracting guests and visitors alike, whether they were there to relax, have a nightcap or party wildly. And in its 25th anniversary year, Standard International is back with its latest concept: meet The StandardX.

After all, Standard International is a pioneer of lifestyle hotels and as such has chosen to shake things up a little and evolve with the times. The StandardX embodies this with an updated offering but the enduring Standard spirit – think of it as the younger, wilder sibling. And they’re always fun to be around, especially in Melbourne, the brand’s first location.

Amber Asher, CEO of Standard International, said this month when the company opened in Fitzroy, Melbourne: “It’s designed for the spontaneous, curious traveler who wants to explore the city and make the most of their time in the city.” With experiences at the heart of the offering, Amber says, “The StandardX draws inspiration from our Hollywood roots. Our team created this brand to make it accessible to the next generation of travelers who value human connection, culture and experiences over turndown service and fine dining.”

Located in the culturally rich town of Fitzroy, StandardX features 125 rooms, plus Bang (an all-day Thai restaurant), The Roof (exclusive to guests) and The Box, an impressive curio cabinet with takeaway food, essentials and a curated selection of retail items. Want to know more? Amber shares her insight, from the location and its anniversary to creating cultural hubs for the next generation.

Felicity Carter: What are the similarities and differences between the two brands?

Amber Asher: The DNA of The StandardX is unmistakably standard, or as we like to say, anything but standard. We’ve distilled The Standard experience down to its essence, the X-factor. We offer the “X-Sensitive” – ​​the rooms are compact and less normative. You have someone there if you need something, but not for everything. We want our guests to enjoy the beauty of discovery and socialize at the destination.

FC: How long did it take to develop The Standard X?

AA: We’ve been discussing The StandardX for ten years and when we saw Fitzroy we knew it would be the perfect place to debut a new brand. The timing seemed right, especially as travellers have become more curious, seeking discovery and wanting to take the path less travelled.

Since opening in Hollywood nearly 25 years ago, we’ve had a global presence – Bangkok, Maldives, Ibiza, London, Hua Hin, Miami and NYC. We always have a game that runs through our travel, even as we’ve expanded our offerings in established locations. When we reached an inflection point, our goal with The StandardX was clear: we wanted to create a genuine and accessible experience that would appeal to a generation of travelers we haven’t reached since our beginnings.

FC: What is the marketing approach for The StandardX?

AA: This is an opportunity to introduce The Standard to a younger traveler. At The StandardX, guests can experience key cultural, musical, artistic and design elements of The Standard at a more affordable price. Here, our offering is concentrated and very targeted.

FC: Why Melbourne for the debut?

AA: We loved Fitzroy because it’s central, but not only. From Gertrude Street and Brunswick Street, our teams noticed a vibrant music, culture, arts and culinary scene on every block. The area has a certain edginess that suited the launch of The StandardX brand well, given its roots in the Little Band punk scene. We infused the hotel with the bohemian feel of its 70s and 80s heyday.

FC: What important insights from the last 25 years have been incorporated into this opening?

AA: At our core, we’re always concerned with how our guests feel when they walk through our doors. It’s important to us to understand the neighborhoods we welcome and create offerings that appeal to travelers and locals alike. We love becoming a cultural hub that allows people to be who they are, and we hope to surprise and delight them along the way. And as we always say, we’re not for everyone, but everyone is welcome.

FC: Can you tell us about future locations of StandardX?

AA: I can’t give too much away yet, but we are currently evaluating The StandardX concepts in Bangkok, Brooklyn and East Austin. Within the next 15 months we are also opening The Standard in Singapore, Lisbon and Brussels, so we are busy.

Address: The StandardX Melbourne, 62 Rose Street, Fitzroy VIC 3065, Australia

Rate: From AUD 250.00

Arrival: Fly Business Class with Qatar Airways from London Heathrow to Melbourne International Airport and enjoy Qsuites and access to the world-class lounges at Hamad International Airport, named ‘World’s Best Airport 2024’ by Skytrax, including the newest Al Mourjan The Garden Lounge.