What makes an icon? Some might argue it s simply recognition at scale, but a true icon is equal parts familiar and elusive, possessing an impossible-to-replicate flair. Icons ignite subcultures that permeate the worlds of fashion, art, and Hollywood—imitation is the sincerest form of flattery, after all. Since its conversation-starting debut on the Sunset Strip, The Standard hotel group has claimed its place as one such icon. Need proof? Consider the past 25 years of dominating the social scene; no easy feat.
Anyone on the cultural pulse of the last quarter century has their own story to tell about a night at The Standard. Be it at an insider-only after-hours in New York or a fashion-forward fête in London, the boutique hotel group has transcended the ranks and become a cultural character in and of itself. This character is the irreverent disruptor; they know what’s in because they’ve defined it, and they always have the most sought-after crowds at their parties. From Leo to Beyoncé, Madonna to Megan Thee Stallion, The Standard has hosted a who’s who of A-List guests through the years.
If you haven’t stayed at The Standard, chances are you’ve heard a story that took place against its backdrop. It began in 1999 with the debut of The Standard, Hollywood. The hotel enlisted the creative genius of graphic design maverick Tibor Kalman to create its logo. The debut of its iconic upside-down mark signaled a bold entrance on Sunset Boulevard and the start of something major.
An edgy-meets-artsy convergence pulsed throughout the original hotel, drawing in the likes of Hollywood’s A-List and the global jet set. First impressions were immediately made with “The Box,” a voyeuristic art installation just behind the check-in desk. Inside, the glass box held nothing but a mattress, freshly starched sheets, a pillow or two, and a model—oft referred to as the “Box Girls,” though the models weren’t gender specific. The Box s interior was constantly changing at the hand of a mélange of artists, but an unbothered model donning a tank top and boyshorts always remained. Naturally, it got people talking. So eponymous was The Box to Hollywood’s scene that it was featured in season three of Sex and the City when Carrie Bradshaw and crew escape New York for a sunny trip to Los Angeles and stay—where else?—at The Standard, Hollywood.
Every touchpoint at The Standard’s original Los Angeles outpost made waves, from the playful yellow diner to the buzzy rooftop pool scene. It was only natural for the brand to expand, bringing its in-the-know sensibilities to eleven locations across three continents. From the bustling heart of Bangkok and the Edenic enclave of the Maldives, The Standard footprint spans both city and seaside locales.
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With its expanded world came a slate of enviable programming, a celebrated touchstone of the brand and the culture at large. Take, for example, the buzz-worthy holiday pop-up in collaboration with Chanel, the world’s most coveted fashion house at The Standard, High Line. Let’s not forget the swarm of visionary designers and runway models that descend upon The Standard, London during Fashion Week. Then there’s Art Basel, when the high-fashion and art worlds intersect at The Standard, Miami Beach for well-attended foundation dinners and avant-garde art installations. If there is a coveted event on the annual social calendar, chances are one of its best, most exclusive parties will happen at The Standard.
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Beyond its It-girl magnet energy, The Standard hasn’t rested on its laurels—at the heart of the brand, creativity and innovation reign supreme. Those globetrotters with a calendar full of last-minute social obligations can download the One Night Standard app, which allows guests to book same-night rooms at a discounted rate. Travelers with impeccable taste might want to replicate the brand s effortless cool at home. The Standard Residences answer that call; a collection of homes around the globe curated and created by The Standard’s team. Chic interiors, lively public spaces, and buzzy vibes make for a dreamy pied-à-terre.
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Then there’s Standard Label, the brand’s in-house line of consciously produced apparel featuring everything from chic streetwear-style hoodies to plush hotel robes. To commemorate an iconic quarter century, Standard Label dropped an exclusive line of anniversary merch. Because let’s be honest, the merch you tote is the ultimate signifier of what and who you know.
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True icons never go out of style; they only get better with time. The best is yet to come for The Standard, with plans to debut new properties in cities like Lisbon, Mexico City, Brussels, and Pattaya. That means more glamorous gatherings, long nights, and coveted crowds to look forward to. Until then, cheers to 25 unforgettable years.
Check out The Standard’s current slate of global properties to book your next stay.
High Line, NYC, East Village, NYC, Bangkok, Miami Beach, Ibiza, Hua Hin, Maldives, London, Singapore, Melbourne X , Bangkok X, Pattaya Na Jomtien, Brussels (Coming Soon).