The StandardX, Melbourne appoints Example as Australian PR partner

Independent earned creative agency Example has extended its travel and lifestyle portfolio with new hotel client The StandardX, Melbourne.

Example has been engaged by Standard International as its Australian PR partner and is charged with launching the new hotel via earned media and a targeted influencer approach, as well as debuting The StandardX brand in the Australian region.

Harking back to the brazen, surprising nature of the original The Standard, Hollywood, The StandardX has been retailored to fit rough-and-ready modern travel without sacrificing all the quirks that make a stay at The Standard so beloved. Touted as the edgy younger sibling of The Standard, The StandardX design is visible through minimalist rooms, complemented by come-hither cultural programming and intuitive hospitality without pretension.

Set to open in February 2024, Example will work closely with The StandardX to unveil details of the property, including design, food and beverage offerings, guest rooms, unique brand experiences, and amenities. Example will also be working closely with The StandardX team on an ongoing media and influencer famil program as well as a celebratory launch experience.

Says Amber Asher, CEO of Standard International: “We are very excited to announce the debut of The StandardX brand with the opening of The StandardX, Melbourne. As always with The Standard, our focus is to blend into the neighborhood with a space that offers timeless familiarity while introducing an entirely fresh experience.

“With each project, our team collaborates with local partners to ensure a seamless fusion of the Standard and the culture and community that surrounds our space. With their finger firmly on the pulse when it comes to travel, food, drink and culture, the Example team is perfectly placed to help us launch and position The StandardX, Melbourne as the beating heart of the city’s creative culture.”

Says Andy El-Bayeh, co-founder and CEO, Example: “As a ‘Culture Practice’, our ambition is to create captivating places that people are clamoring to visit and experiences that make memories. Having stayed as a guest at a number of Standards around the world, I can attest to the boldness and adventurous spirit each of the brand’s hotels embrace. We’re so proud to be working with The StandardX to be bringing a taste of that vibrant energy to Australia and help them carve out Fitzroy’s unique and exciting place on the international stage.”

The StandardX, Melbourne is a natural extension to the brand and place experiences Example has delivered for clients in the travel space including the likes of QT Hotels, JW Marriott Gold Coast Resort and Spa and The Star Entertainment Group.