Share to Facebook Share to Twitter Share to Linkedin The StandardX, Melbourne Standard International The Standard, Hollywood set the blueprint for a new wave of hotels, one that incorporated cool culture, experiences, style, and an alluring vibe that attracted guests and visitors alike, whether for a lie down, a nightcap or a wild party—and in its 25th anniversary year, Standard International is back with its latest concept, meet The StandardX . The StandardX, Melbourne Standard International After all, Standard International is a pioneer of lifestyle hotels, and as such, decided to shake things up a bit, evolve with the times, and The StandardX is the embodiment of that with an updated offering but the enduring Standard spirit—think of it as the younger, wild child sibling. And they’re always fun to be around, especially in Melbourne, the first location for the brand.
Fresh from it’s opening in Fitzroy, Melbourne this month, Amber Asher, CEO of Standard International says, “It’s designed for that spontaneous, curious traveler who is eager to explore and maximize their time in the city.” With experiences at the heart of its offering, Amber says, The StandardX “draws inspiration from our Hollywood roots, our team launched this brand to be accessible to the next generation traveler who prioritizes human connection, culture, and experiences over turndown service and fine dining restaurants.” The StandardX, Melbourne Standard International MORE FROM FORBES VETTED The 15 Best Hotels In Las Vegas By Astrid Taran Forbes Staff Simplify Your Home Network With The Best Modem-Router Combos By Christian de Looper Contributor Located in the culturally rich city of Fitzroy, The StandardX’s 125 rooms are complemented by Bang (an all-day Thai diner), The Roof (exclusively reserved for guests), and The Box, a punchy cabinet of curiosities offering takeaway food, necessities and a curated selection of retail items.
Want to learn more? Amber shares her intel, from location and its anniversary, to creating culture-hubs for the next generation. The StandardX, Melbourne Standard International function loadConnatixScript(document) { if (!window.cnxel) { window.
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We provide the “x-ssentials” – rooms are compact and less prescriptive. You have someone there when you need something, just not for every need. We want our guests to lean into the beauty of discovery and socialize within the destination.
The StandardX, Melbourne Standard International FC: How long The Standard X has been in the making? AA: We’ve been discussing The StandardX for a decade, and when we saw Fitzroy, it became clear that this would be the perfect location for the debut of a new brand. The timing felt right, particularly as travelers have become more curious, seek discovery and want to embark on a path less traveled. Since our opening in Hollywood almost 25 years ago, we’ve gone global – Bangkok, Maldives, Ibiza, London, Hua Hin, Miami, and NYC.
We’re always pursuing play that runs consistently through our journey, even as we've elevated our offerings in established locations. As we reached a milestone inflection point, our goal with The StandardX was clear: to usher in a raw and accessible experience that resonates with a generation of travelers we haven’t tapped into since our early days. The StandardX, Melbourne Standard International 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 interact with key cultural, music, artistic and design elements of The Standard at a more easygoing price point. Here our offering is distilled and very intentional. FC: Why Melbourne for its debut? AA: We loved Fitzroy because it’s central, but not.
From Gertrude Street, Brunswick Street and onward, our teams noticed each block's vibrant music, culture, art and culinary scenes. There’s an edginess to the neighborhood that aligned nicely with the launch of The StandardX brand due to the Little Band punk scene roots. We’ve imbued that bohemian flavor of its 70s and 80s heyday within the hotel.
The StandardX, Melbourne Standard International FC: What have been the major learnings over the 25 years that have informed this opening? AA: At our core, it always goes back to how our guests feel when they walk through our doors. It’s important for us to understand the neighborhood that we’re welcomed into and create offerings that speak to travelers and locals alike. We love to become 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. The StandardX, Melbourne Standard International FC: Can you tell us about future locations for StandardX? AA: I can’t reveal too much, but we’re currently exploring The StandardX concepts in Bangkok, Brooklyn and East Austin. Within the next 15 months, we’re also opening The Standard in Singapore, Lisbon and Brussels so we’re keeping busy.
Address: The StandardX Melbourne, 62 Rose Street, Fitzroy VIC 3065, Australia Rate: From 250.00 AUD Getting there: Fly Business Class with Qatar Airways from London Heathrow to Melbourne International Airport and enjoy the Qsuites, as well as access to prime lounges at Hamad International Airport, which has been ranked ‘Best Airport in the World 2024’ by Skytrax, and this includes its newest Al Mourjan The Garden lounge..
