West Hollywood’s The Standard Hotel Shutting Down
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Time to say goodbye to The Standard Hotel.
The Sunset Strip standout announced today that it will be closing its doors permanently on Friday. “Despite 22 years of unconditional love for our hotel, our guests, our team and our community, the hotel was unable to prevent a significant increase to its lease, which makes operating the property impossible,” read a post on Instagram. “Alive with personality & personalities, and the backdrop of countless legendary tales, Hollywood was the birthplace of The Standard’s culture. It came to life through its timeless design, live music performances at Desert Nights, blue Astroturf pool scene, living art in ‘The Box,’ and the many late, hazy nights at our nightclub incarnations: Purple Lounge, Mmhmmm and Giorgio’s.”
With its enviable perch on the Sunset Strip (at the corner of Sunset Boulevard and North Sweetzer Avenue), a see-and-be-seen pool deck and a trendy diner space, The Standard has long been a part of the fabric of young Hollywood. It’s a place where tourists mixed with models and actors and where it was not uncommon to spot stars like Leonardo DiCaprio, Naomi Campbell, Diddy or Lenny Kravitz sneaking in the back to dance the night away at Bryan Rabin and Adam Bravin’s Giorgio’s nightclub.
The scene on Sunset is notoriously fickle but The Standard was a staple, much like its competitor The Mondrian down the block. It also proved to be a more affordable weekend getaway than other industry favorites like the nearby Chateau Marmont and Sunset Tower, which also helped curry favor with hotshot 20-somethings eager to network or for tourists to explore the famous Strip. Proving what a cultural landmark it became, The Standard has been featured in a slew of films and TV shows that captured the zeitgeist, like Sex and the City (season three’s “Escape From New York” and “Sex and Another City”); Ocean’s Twelve; and Entourage (season three’s “I Wanna Be Sedated”).
It’s been a devastating 10 months for the hotel industry as the COVID-19 pandemic has largely put a stop to leisurely travel. Tourism in Los Angeles has been nearly wiped out amid widespread closures due to the city’s record COVID-19 numbers. The Standard maintains one other property in the area — The Standard, Downtown Los Angeles — and that location is temporarily closed.
To commemorate its legacy, Standard staff is requesting fans post their favorite Hollywood memories in the comments and send photos of time spent at the hotel. “We’ll compile everything into a digital scrapbook to enjoy whenever you could use a little California sunshine. Thank you for everything. We are eternally grateful,” they wrote. “While there are and will be more Standard hotels, there will never be another Standard, Hollywood. And though it is painful to say goodbye, we know that the community we inspired will live on.”
source : https://www.hollywoodreporter.com/lifestyle/style/west-hollywoods-the-standard-hotel-shutting-down-4120141/