Ironically, The Conventional in Hollywood was anything but conventional when it first opened in 1999. From poolside parties to late-night club nights, the hotel’s reputation as the hippest place on the block attracted many people. Since then, The Standard brand has developed, launching venues with sophisticated designs worldwide—of course, mixed in with a hint of that original wild side.

However, The Standard is introducing a new idea dubbed The StandardX after 25 years; its first location will open in February 2024 in Melbourne’s Fitzroy district.

Inside the Box at Melbourne’s The StandardX 

“The Hollywood Standard had an X-factor that drew people in and was wonderful in its simplicity. “It was the essence of lifestyle hospitality, not an extravagant design budget or Michelin-caliber culinary options,” Standard International CEO Amber Asher stated in a Travel + Leisure interview. The new hotel gets its moniker from that X-factor.

“This was an opportunity to return to raw, unbridled simplicity that was accessible to the next generation traveler looking to experience a city through the lens of The Standard brand,” she stated.

The inside of a guest room at Melbourne’s The StandardX 

The “rebellious younger sibling of The Standard,” as Asher put it, is The StandardX, Melbourne. The 125 guest rooms are sparsely furnished; instead, the major communal areas are The Roof restaurant, which is only available to hotel guests and modeled after Mexico City’s Mercado Medellín, and Bang, a Thai street food restaurant. Along with lots of lounging places adorned with handcrafted and vintage furniture and artwork created by local artists, the lobby’s loft-like design invites.

The Melbourne loft at The StandardX 

The StandardX’s vibrant demeanor makes Fitzroy an ideal location for Melbourne. “Our team was taken with Fitzroy in particular due to its deep roots in culture, music, and the culinary scene,” Asher stated. “There’s also an easygoing energy and bohemian-edgy flair that was a catalyst for where we can take this new brand.”

Conclusion

• The Standard is launching a new hotel brand called The StandardX, with its first location set to open in Melbourne’s Fitzroy district in February 2024.
• The inspiration for The StandardX comes from the original Hollywood Standard’s “X-factor,” emphasizing lifestyle hospitality over extravagant design or culinary options.
• Positioned as the “rebellious younger sibling” of The Standard, The StandardX features 125 sparsely furnished guest rooms, major communal areas like The Roof restaurant and Bang (a Thai street food restaurant), and a vibrant, loft-like design with handcrafted and vintage furniture.
• Fitzroy was chosen as the ideal location for The StandardX due to its deep cultural roots, music scene, culinary offerings, and an easygoing, bohemian-edgy flair that aligns with the vision of the new brand.