Founded in 1999 by hotelier André Balazs, The Standard hotel group shook up the industry, reformulating the idea of hotels as happening social hubs, becoming a brand celebrated for its culture-led projects, in-house programming – from art events to music gigs – and, as it says, ‘unrelenting un-Standard-ness’.
While Balazs departed in 2017 (handing the reins to CEO Almar Lalvani), the brand continues to stretch, with 20 properties due to launch in the next five years. Upcoming openings include Paris, Milan, Lisbon and several in Thailand, but first up is The Standard London, the group’s inaugural project outside of the US. Its Eurostar-adjacent location in King’s Cross was chosen to convey an outward-looking attitude, positioned, as designer Shawn Hausman mentions, not just at a crossroads in the city, but ‘at…