The StandardX, Melbourne, Australia

Posted in Projects on 14 November, 2024

Rebellious little sister brand finds its first home in vibrant neighbourhood.

Standard International continues its global expansion with the launch of The StandardX, Melbourne, ushering in a new chapter in the vibrant neighbourhood of Fitzroy. Selecting locations steeped in cultural energy, The StandardX aims to immerse guests in the creative pulse of experimental art, music and fashion. This new brand radiates The Standard’s signature cultural vibrancy, echoing the rebellious glamour and bold spirit of its Hollywood counterpart.

The hotel’s architecture is crafted by Woods Bagot, while Melbourne-based design studio Hecker Guthrie, in collaboration with Standard International’s in-house team led by Verena Haller, is responsible for the interior design. Together, their collective vision embraces The StandardX’s youthful, hedonistic and contemporary aesthetic, drawing on local art and character.

The StandardX, Melbourne, Australia.

“Our focus was always about weaving the threads of The Standard’s well-established design pillars with our understanding of what is locally relevant to Melbourne, and specifically to a Fitzroy hotel,” said Josh Watt, Associate at Hecker Guthrie. “We have conceived an honest and playful response that speaks to the location and experience rather than aesthetics. It aligns with 80s and 90s subcultures and is focused on engaging at a local level with neighbourhoods.”

The StandardX aims to immerse guests in the creative pulse of experimental art, music and fashion.

The hotel takes inspiration from multiple sources, including Little Band, an experimental post-punk scene that flourished from 1978 to 1981 in Melbourne, particularly at the inner suburbs of Fitzroy. Other design influences came from present day music venues, street art and cafés. The nomadic and adventurous spirit of this neighbourhood of reinvention and art, embodied in the new hotel, make it the perfect location to launch The StandardX brand as the rebellious younger sibling of The Standard.

“Engaging with local designers and artisans was important to both The StandardX and Hecker Guthrie. We wanted to create something that reflects Fitzroy’s appreciation for craft, together with hospitality and design,” Josh added.

Drapes of fabric and macrame art by Sarah Parkes of Smalltown add drama, texture and softness.

Guided by Verena Haller and her in-house design team, the architecture and interiors deliver a distinct aura found only in Fitzroy. The area’s industrial heritage is reflected in the hotel’s Corten steel façade, and the internal public spaces build on this intention. A warm embrace is established the moment guests enter through the front door. Collaborating with local maker, Charles Sandford Woodturning, Hecker Guthrie crafted over-scaled, natural timber furniture pieces that ground the hotel lobby space while providing key points for connection. Drapes of fabric and macrame art by Sarah Parkes of Smalltown add drama, texture and softness. Further artworks by Jordan Fleming, Dean Norton, Adam Goodrum and Volker Haug bestow the feeling of a Fitzroy warehouse apartment.

Verena explained: “Narrative is at the heart of Standard International’s design process. With each project, we strived to relay a story through all the elements of the rooms. Ultimately, there is a sense of boldness and calmness achieved by balancing colour, pattern and texture through a refined material palette.”

Curated by Verena and her team, together with Hecker Guthrie, art plays a key role at The StandardX, delivered through a collection of site-specific works. Commenting on the collection, Josh tells SPACE: “Dane Lovett’s powerful paintings are suspended from the ceiling over the bar, blurring the distinction between art and fitout. Artists were given the freedom to create pieces using the space as the brief, resulting in unique, relevant works. The guest experience was conceived as a journey that begins at the hotel’s front door, and ends ultimately inside each of the hotel rooms, with bold and playful touches along the way that surprise and engage.”

The guestrooms span eight floors and are all fitted with features that blend Fitzroy’s urban fabric with culture and modern comforts.

In keeping with the Standard’s DNA, style rules the day at the hotel. Upon entering the lobby through a signature bold revolving door, the ground floor opens to an airy elevated loft with a fireplace that invites guests to linger longer. It is home to an all-day Thai restaurant, BANG, and retail concept, The Box, which provides everyday essentials and lifestyle items, as well as snacks and beverages to be enjoyed on-the-go or in room.

Designed with a contemporary, uncomplicated aesthetic, the guestrooms span eight floors and are all fitted with features that blend Fitzroy’s urban fabric with the culture and modern comforts for which The Standard brand is known. Awash with a palette of blue and white, a plush bed is complemented by a millwork ledge that doubles up as a writing corner and open wardrobe. Here, the influence of local talent is unmistakable, with eminent works by artists such as Melbourne-born Jane Sinclair. From an intimate Cozy King to a spacious Suite Spot there are seven room categories, each with unobstructed views of Fitzroy and the city skyline.

The Roof is a secret hideaway accessible exclusively to hotel guests, with more panoramic views of Fitzroy and Melbourne and offering a dining experience inspired by the melodic flavours of a Mexican market. Designed as a green oasis for guests to casually mingle and indulge in flavoursome snacks and drinks, it’s the perfect spot to immerse yourself into the Fitzroy culture from above.

standardx.com