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The Standard Launches New Brand, The StandardX, with First Hotel Set to Open in Melbourne

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A "Rebellious Younger Sibling" to The Standard

The Standard, the iconic hotel brand known for its trendy rooftop bars and nightlife, is expanding its portfolio with a new brand called The StandardX. The first hotel, The StandardX Melbourne, is set to open in February and aims to offer a more streamlined experience and affordable nightly rates compared to its sibling brand.

Curated Growth in Distinct Neighborhoods

The StandardX is all about curated growth in distinct, cultural neighborhoods around the world. According to Standard International CEO Amber Asher, the new brand will be located in neighborhoods that fit the brand's mission rather than simply aiming for rapid expansion. The goal is to explore these neighborhoods in a different way and offer the "X Factor" of The Standard in a more distilled concept.

Minimalist Rooms with a Roomier Option

The guest rooms at The StandardX will be more minimalist compared to The Standard, starting at around 226 square feet and going up to around 538 square feet. This makes The StandardX a roomier option for travelers compared to competing brands like Marriott's Moxy or Ennismore's The Hoxton, which typically have smaller entry-level guest rooms.

Focused on Local Culinary Offerings

While The Standard is known for its renowned nightlife and diverse food and beverage program, The StandardX will focus on culinary offerings that are more oriented toward the local neighborhood. This means guests can expect a more authentic dining experience that reflects the surrounding area.

A Fit for Unique Neighborhoods

The StandardX aims to be a fit for unique neighborhoods that might not be on the radar of international travelers. Locations like Brooklyn, East Austin, Shoreditch, and Old Town Bangkok are strong contenders for future The StandardX hotels. The brand wants to bring people into these neighborhoods and allow them to discover the cool parts that locals already know and love.

More Affordable Option without Sacrificing Essence

The StandardX, Melbourne, will have introductory rates starting at 259 Australian dollars ($168) per night. This makes it a more affordable option compared to The Standard, but guests can still expect to experience the essence and style that The Standard is known for.

Growth and Expansion Plans

Despite the launch of The StandardX, The Standard will still make up about 75% of the combined portfolio of The Standard and The StandardX. Standard International has 10 Standard hotels in the development pipeline, with upcoming openings in Singapore, Lisbon, Brussels, and Dublin. The company also expects significant growth in Latin America.

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