The StandardX, Australia
We introduced The Standard to Australia and gave Fitzroy a new cultural hotspot.
The StandardX, Australia
We introduced The Standard to Australia and gave Fitzroy a new cultural hotspot.
The Standard’s reputation precedes it. Fitzroy’s reputation precedes it too. Putting them together required getting the hierarchy right from day one.
The Standard International carries twenty years of counterculture credibility. Fitzroy carries its own. A hotel brand arriving in one of Melbourne’s most fiercely independent creative neighbourhoods with the energy of a global brand imposing itself would have been rejected quickly and completely. The launch had to feel like arrival, not occupation.
We led the full media and influencer strategy for The StandardX Melbourne — positioning the hotel and its restaurant BANG as belonging to the neighbourhood rather than sitting above it. Curated events, earned press, social activations, and creator partnerships built around genuine cultural fit. Programming that felt native to the city’s creative fabric from opening night.
Coverage that travelled well beyond travel press — into culture, design, music, and food media. The Standard earned its place in Fitzroy rather than buying it. That distinction matters more than it sounds, and it shows in the kind of audience that found the hotel in the first year.
The Standard’s reputation precedes it. Fitzroy’s reputation precedes it too. Putting them together required getting the hierarchy right from day one.
The Standard International carries twenty years of counterculture credibility. Fitzroy carries its own. A hotel brand arriving in one of Melbourne’s most fiercely independent creative neighbourhoods with the energy of a global brand imposing itself would have been rejected quickly and completely. The launch had to feel like arrival, not occupation.
We led the full media and influencer strategy for The StandardX Melbourne — positioning the hotel and its restaurant BANG as belonging to the neighbourhood rather than sitting above it. Curated events, earned press, social activations, and creator partnerships built around genuine cultural fit. Programming that felt native to the city’s creative fabric from opening night.
Coverage that travelled well beyond travel press — into culture, design, music, and food media. The Standard earned its place in Fitzroy rather than buying it. That distinction matters more than it sounds, and it shows in the kind of audience that found the hotel in the first year.
