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Standard International Introduces New Hotel Brand StandardX

November 27, 2023

Standard International will soon add a new hotel brand to its portfolio: the StandardX. The new concept is derived from the Standard’s youthful roots, drawing inspiration from the spirit that defined its inception 25 years ago—when the now-shuttered Standard, Hollywood opened on the Sunset Strip.

The StandardX’s inaugural property will launch this February in Australia. Nestled in the vibrant, post-industrial enclave of Fitzroy, the StandardX, Melbourne finds its home in a neighborhood with a rich history of record stores, punk clubs, writers’ haunts, and beloved party spots. Channeling the creative energy of Fitzroy’s 1970s and ’80s heyday, the hotel’s design by Hecker Guthrie pays homage to the Little Band scene, where artists like Nick Cave and Stuart Grant fostered a culture of experimental art, music, and creativity.

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