Raising The Standard in Singapore

Amar Lalvani, Hyatt’s executive vice-president, president & creative director, lifestyle.

BOUTIQUE hotel operator The Standard needs little introduction. Established in 1999 in Hollywood, The Standard hotels are known for their pioneering design, taste-making clientele and non-conformity to conventional hospitality practices and offerings.

Throughout the years, the hotel brand has consistently elevated its aesthetic stakes while also delivering exceptional guest experiences. The Standard established its footprint in marquee locations in Los Angeles, New York, Miami and London before expanding to popular spots such as the Maldives, Hua Hin, Ibiza, Bangkok and Melbourne.

Its impressive expansion along with a strong brand presence caught the eye of many prominent international hospitality groups including Hyatt.

In August, Hyatt Hotels Corp announced the planned acquisition of The Standard.

Growth and expansion

According to a statement, the acquired portfolio will be 100% asset-light and includes management, franchise and licence contracts for 21 open hotels with about 2,000 rooms.

The acquisition includes more than 30 projects with a signed agreement or letter of intent for new properties expected to open over the next 12 months.

In the coming months cities like Pattaya, Brussels and Dublin will welcome The Standard as did Singapore, which officially opened on Dec 15.

Nestled in the prestigious Orange Grove Road, The Standard, Singapore is pitched as an urban oasis that embodies the vision of Singapore as a City in a Garden.

The new property is just steps away from the 150-year-old Unesco Botanic Gardens and the Orchard Road shopping district.

The property boasts a total of eight floors with 143 rooms, each with floor-to-ceiling windows offering views of the district’s lush greenery.

Amar Lalvani, Hyatt’s executive vice-president, president & creative director, lifestyle, says the city is emerging as an important global commercial, cultural and creative hub, which is perfect for The Standard.

Creating a buzz

The Standard, Singapore follows on the heels of the brand’s successful openings in other cities in the region, the first being in 2021, in Hua Hin, Thailand.

A year later, The Standard opened the doors to its first property in at Bangkok Mahanakhon.

Lalvani explains that Singapore’s ethnic diversity, culinary scene as well as emerging arts, culture and creative communities were the main inspiration for this new outpost in South-East Asia.

“Singapore has a reputation for being boring, but we disagree. We think it’s vibrant and dynamic and ready for The Standard to arrive. And I believe it’s the perfect next step following our openings in Bangkok and Melbourne,” he adds.

The Standard, Singapore took several years to come to fruition as the brand wanted to get it right for both guests and the local community, says Lalvani.

“This is never an easy task,” he admits. “The process includes finding the right site and development partner, securing financing and approvals, negotiating contracts.” But he also reveals that it involves some of the fun aspects like conceptualising and designing each space and hiring and training a team which is “anything but standard.”

Differentiating factor

With 25 years of experience in the field, Lalvani recognises that Singapore has one of the most competitive hospitality markets but he explains that the focus for a brand like The Standard has always been about standing out rather than blending in.

This is why the property pays a lot of attention to its social spaces. “The Standard is as much about the people as it is their place,” he elaborates.

“It’s a hub not just for travellers but also for locals, creating a sense of belonging and energy unique to its properties.”

To bring its “City in a Garden” vision to life, The Standard partnered with integrated architectural, interior design and branding firm Design Ministry. The end result is a property that prides itself on greenery-filled spaces, local art and modern aesthetics.

“We also have a fabulous swimming pool with a swim up bar,” says Lalvani.

“The property also prides itself with a core value – cultural programming. This focus on creativity, connection, and a spirit of fun ensures The Standard offers something entirely different in Singapore’s dynamic hospitality landscape,” adds Lalvani.

Social hotspot

Its food and beverage offering has two distinctive dining venues – Kaya at The Standard and Cafe Standard. Lalvani explains that each outlet has been thoughtfully planned to offer unique F&B experiences.

“Kaya at The Standard venue re-imagines the traditional Japanese izakaya by blending authentic Japanese ingredients with innovative techniques,” he states. “Café Standard on the other hand offers a street-facing, casual setting where American comfort food is paired with natural wines and craft beers.”

Barely open for two weeks, the hotel has already garnered a strong response. Lalvani opines that this is also down to The Standard’s successful openings in Hua Hin and Bangkok.

Both properties have won multiple awards and accolades from the hospitality industry.

“Expectations are naturally high,” acknowledges Lalvani.

“Wherever we go we try to outdo ourselves. To bring something to the market that has never been done before and, I think we have done it again. But that will be for our guests to judge – they are the ones who matter.”

Although The Standard, Singapore is not the stereotypical offering in the world of hotels, Lalvani accepts that the brand may not be everyone’s cup of tea. “It’s a brand that resonates with those who see travel as an opportunity to connect, explore, and be inspired, and even surprised,” he states. “It’s for people who value experiences over things, and know that taking risks brings greater reward.”