Posted in News, People on 14 July, 2021

Standard Hotels announces the promotion of Elli Jafari to Managing Director of The Standard, London.

Jafari joined the hotel as General Manager in August 2018, ahead of its opening in July 2019.  Since opening, the hotel has received numerous awards for its design, hospitality and food – its 10th-floor restaurant Decimo is now a destination in itself.  Over the last two years The Standard, London has also played host to some of the City’s most iconic events and celebrations.

Prior to joining The Standard, London, Elli was Managing Director for The Curtain Hotel & Members Club.  She also enjoyed successes in senior management positions in hotels in both London and the UK, including W Hotels and Morgans Hotel Group.

Elli Jafari, Managing Director for The Standard, London commented, “It has been an absolute honour to steer the ship at The Standard, London for the last two years, working alongside some of the most committed and creative people in the industry.  We’ve had a pretty wild ride – from opening the hotel to closing and reopening throughout this past year – but I remain enormously proud of all we’ve achieved and I am beyond thrilled to now be Managing Director of the hotel, supported by this brilliant bunch.”

Amber Asher, President and General Counsel, Standard International added, “We wholeheartedly congratulate Elli on this much-deserved promotion to Managing Director of The Standard, London.  Elli supported the team through an incredible opening and has become a tremendous leader through the most challenging of times during this pandemic, with hard work, skill, heart and perseverance.”

The Standard, London is the first opening outside of the US for The Standard group. Situated on Euston Road opposite St. Pancras Station, the hotel is housed in the historic Camden Town Annex. The design celebrates the history and architecture of the building and neighbourhood while connecting it to its future and the ongoing revival of King’s Cross. The Standard, London is designed by The Standard’s in-house design team in collaboration with Shawn Hausman Design and has 266 bedrooms, some including outdoor terraces and bathtubs overlooking St. Pancras Station; Double Standard the ground floor bar facing Euston Road; an indoor / outdoor Garden restaurant; a Standard Sounds studio and record press along with a destination rooftop launching this spring, accessible by an exterior lift with views overlooking the city.

Created in 1999, The Standard hotels are known for their taste-making clientele, their pioneering design, and their unrelenting un-standard-ness. With 7 hotels in New York, Los Angeles, Miami, most recently London and the Maldives, The Standard, Hua Hin opening in December, and the upcoming Asia flagship The Standard, Bangkok Mahanakhon, slated to open in 2022, the goal of every Standard project—be it a hotel, a rooftop discothèque, or a magazine—is to defy conventions, up the aesthetic stakes, and deliver an experience that can only be had at The Standard. The Standard’s irreverent and playful sensibility, combined with a careful consideration of design, detail and service, have established its reputation as a pioneer of hospitality, travel, dining, nightlife, and beyond.  Sansiri PLC, Thailand’s leading real estate developer made its first investment into Standard International in late November 2017, which increased over time, making Sansiri PLC the majority stakeholder.

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