A Closer Look At The Standard: London’s Coolest Hotel That Captures The Spirit Of The Sixties
Housed within a magnificent Brutalist building, sitting directly opposite the gothic, George Gilbert Scott-designed St Pancras International station, it’s hard not to notice The Standard, London as you walk along Euston Road. Despite there being contention from other potential buyers around whether or not the existing structure deserved to remain, The Standard embraced its peculiar form, choosing to enhance it rather than demolish it. Since its former use as Camden Council offices, the building – known locally as ‘the egg box’ (for obvious reasons) – has been polished with the addition of a three-storey extension to its rooftop and an iconic red pill-shaped lift that scales the facade.
With vibrant colourways, bold use of pattern and a distinctly retro vibe, The Standard has introduced a striking aesthetic to London. A free-spirited ambience is exuded throughout the property. Starting at the ground floor, the Library Lounge is a space that both guests and passers-by feel naturally drawn to, characterised by circular motifs, plump leather sofas, wooden accents and a scattering of greenery. Our favourite feature is the library bookshelves, which were retained from the original structure – a subtle nod to the building’s past. The space is fitted with a recording booth and performance pod, the Sound Studio, which is used to champion upcoming and established talent from across London and provide entertainment for lounge’s patrons.
"With vibrant colourways, bold use of pattern and a distinctly retro vibe, The Standard has introduced a striking aesthetic to London."
For food and drink, Isla, a restaurant situated on the hotel’s ground floor, serves up British produce in a dining room that’s rich in colour and texture. Leather upholstery and coloured tabletops are set against a backdrop of blue tapestries and tiled walls, meanwhile, underfoot, clay-toned floors ground the eclectic assortment of colours. Next door, Double Standard emulates the ultra-cool feel of a New York dive bar, where they’re serving up hearty fare, craft beers and classic cocktails. The design draws inspiration from Transport for London, with its loud colour palettes and velvet textures, as well as the tubular steel bar stools.
"For food and drink, Isla, a restaurant situated on the hotel’s ground floor, serves up British produce in a dining room that’s rich in colour and texture."
Journeying up from the moodily lit ground floor, natural light floods into guestrooms through curved glass windows. Mahogany fittings, bright terrazzo floors, and blankets in a retro colour palette inject vibrancy to the otherwise pared-back design. Spherical vintage-inspired, light fixtures add to the recurrent appearance of curved lines, along with rounded banquet seating and table tops. With views overlooking St Pancras station or the neighbouring streets, The Standard’s rooms are a relaxing refuge away from the bustle of the city below.
" With views overlooking St Pancras station or the neighbouring streets, The Standard’s rooms are a relaxing refuge away from the bustle of the city below."
Whilst windowless rooms are seen by some as uninviting, the hotel’s Cosy Core variety are a huge part of the building’s allure. They offer a place to party without the interruption of unwanted daylight and a hideaway for curing unwelcome hangovers from the antics of the night before.
And if the party’s only just getting started for you, Decimo on the 10th floor is the perfect place to start. Glass windows are decorated with macrame curtains and ceilings with rattan, layering a rustic feel over the signature sixties and seventies features. Here, Chef Peter Sanchez-Iglesias serves up Mexican and Spanish cuisine in a sprawling setting that’s arranged with multiple levels. After having lined your stomachs, Sweeties, the bar next door, is there for something to imbibe. Lampshades hang from the dramatically high ceilings, dimly lighting the bar below. Meanwhile, a dynamic blue carpet stretches across the floor, past cosy seating areas and intimate booths that entice drinkers to stay until the early hours.
"Most of all, The Standard exactly the place in which one can really kick back, let loose and relish a good time."
For Whistles’ Partywear collection, photographing an all-singing, all-dancing ode to opulence against the playful backdrop of The Standard, London was a no-brainer. It’s precisely the kind of establishment that prioritises a unique and cool design that’s worthy of being photographed. And most of all, it’s exactly the place in which one can really kick back, let loose and relish a good time.
Located not far from The Standard, our St Pancras store is home to our latest styles in a calm, modern boutique environment. So why not stop off for some shopping whilst in the area?