Conceived by visionary hotelier André Balazs, The Standard brand, which debuted in 1999 in West Hollywood, California, is anything but standard. Balazs realised early on that a new generation of young, fashionable and style-conscious consumers was emerging. They were hungry for a new hospitality experience: one that catered to their sophisticated tastes, but at the same time was affordable. Each of The Standard hotels has its own identity and distinctive design. Moreover, the hotels offer environments that connect guests to the local social scene a fact which brings them back time and time again.