Setting a New Standard
Business Traveler US|March 2023
A brand known for innovative hotels in New York and Miami is making the leap to Asia. Standard International CEO Amber Asher discusses the company’s DNA and continuing growth
Nick Remsen
Setting a New Standard

IT’S A POPULAR name, yet The Standard Hotels may be more famous than you realize. The New York City Meatpacking District property, a vaulted tower straddling the High Line park, is home to a rooftop venue called Top of The Standard (formerly known as the Boom Boom Room). It’s the site of the annual Met Gala after-party, among other A-list affairs. Meanwhile, The Standard on Miami Beach is hypervisible on social media for its yellow vinyl lawn chairs and 365-days-per-year pool scene. And the former Standard Hollywood haunt held a high-profile address between the equally notable Sunset Tower and Chateau Marmont hotels (this location was also the brand’s first). So you have, in all likelihood, seen a Standard—and the easygoing good life it spurs.

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