The Standard

Name: The Standard
Brand: USA
Availability: OutOfStock

Since 1999 : Redefining Hospitality

Launched in 1999, The Standard first opened its doors on the Sunset Strip in West Hollywood, at 8300 Sunset Blvd., in a building originally constructed in 1962. Initially a motel, it had later served as a retirement home, before being transformed into the edgy, avant-garde hotel it became. The brainchild of hotelier André Balazs, The Standard was created with a desire to break away from traditional hotel norms and offer a truly immersive and cinematic experience.

Balazs, drawing inspiration from his creative background in nightlife and design, recruited celebrity investors like Leonardo DiCaprio and Cameron Diaz, while collaborating with production designer Shawn Hausman. Together, they crafted an “anti-hotel” environment filled with quirky designs, upside-down signage, and a vibe that was more nightclub-meets-art gallery than posh retreat.

About the standard

The Standard quickly became a globally recognized boutique lifestyle hotel brand, known for its bold, immersive design and vibrant cultural programming. Each location blends local character, art, music, and a provocative twist on the guest experience. Over the years, the brand has expanded to include sub-brands like StandardX and is now part of the World of Hyatt loyalty program following its acquisition in 2024.

With a commitment to creative risk-taking and an immersive, social-first model, The Standard redefined what a hotel experience could be. Its spaces often feel like a cinematic stage, filled with art installations, DJ sets, and spontaneous cultural events.

“Nothing is standard” : Rejecting traditional, cookie-cutter hotel décor, each property of The Standard is a design statement. By repurposing historical or quirky architecture, the brand transforms overlooked spaces into theatrical, sensory-rich environments that surprise and delight.

Cultural hub : Each hotel is not just a place to sleep but a community space, offering an array of vibrant, immersive events—from DJ sets and drag shows to mahjong nights and art exhibitions.

The Anti-Hotel Ethos : The Standard is the antithesis of the traditional luxury hotel. It embraces a youthful, lively energy, where guests can expect unexpected experiences—whether it's a spontaneous art installation or a late-night diner surrounded by hip, eclectic décor.

Brand Highlights

Hyatt Acquisition (2024) : In a significant move, Hyatt acquired Standard International for $150M, adding 21 open hotels and a 30+ project pipeline to its portfolio. This acquisition marked a new chapter for the brand, integrating it into the World of Hyatt lifestyle collection.

CEO Amar Lalvani : Serving as the creative force behind the brand, Lalvani, who later joined Hyatt’s leadership, is credited with spearheading the cultural and mid-market expansion of The Standard, infusing it with an ethos of bold risk-taking and experiential programming.

Cultural Programming & Collaborations : The Standard is known for its dynamic cultural calendar. In 2025, for example, the hotel will spotlight Pride celebrations, Burberry x Ibiza collaborations, drag showcases, and mahjong revival events, further cementing its position as a cultural hub.

Where to find

The Standard has evolved into a global hospitality brand with 12+ active properties across North America, Europe, and Asia, along with a pipeline of exciting openings:

USA : Miami Beach (2006), The Standard High Line NYC (2008), East Village NYC (2011)

Europe & Middle East : London (2019), Ibiza (2022)

Asia & Oceania : Maldives (2019), Hua Hin (2021), Bangkok Mahanakhon (2022), Singapore (2024), StandardX Melbourne (2024)

Upcoming Openings: Pattaya Na Jomtien (2025), Lisbon (2026), Dublin (2027)

The brand continues to innovate with the StandardX sub-brand, targeting younger, trend-focused millennials and Gen Z clientele.

The Standard is a game-changer in the world of hospitality. Launched in 1999 in West Hollywood, it broke away from traditional hotel norms by combining art, nightlife, local culture, and immersive design into a unique, theatrical hotel experience. Now fully integrated into Hyatt’s lifestyle portfolio, the brand has expanded globally with new flagship properties and cultural programming that push the boundaries of what a hotel can be.

With its bold design, community-focused spaces, and continual innovation, The Standard is more than just a place to stay, it's a dynamic cultural experience.