It’s 5pm on a Wednesday evening and the Veuve Cliquot is flowing along with canapés that set a whole new standard for finger food. And that’s even before the rum punch and margarita cocktails reception gets going. We’re in Townhouse Eight event space which has a wraparound terrace illuminated by the full moon of St Pancras’ clock and the fireworks display of King’s Cross’ cranes.
Our host is Elli Jafari, Managing Director of The Standard, London. That’s her métier (profession) and that’s her métier (talent). The glamorous Iranian-American tells us, “Our London hotel has many layers, some naughty, some sweet!” The phallic sculpture rescued from an Italian vintage fair welcoming guests to the top floor private dining room certainly falls into the former category. There’s lashings of the latter too.
“We’re pleased to announce two new hotels: The Standard, Ibiza and The Standard, Hua Hin. Our Ibiza hotel will have a sexy bar with amazing music. The 67 bedroom hotel is in the famous and historic Old Town and you’ll be able to hire one or more of our many private villas too. It’s very rare to be able to rent a private villa in the Old Town. Our resort is next to the marina so all the super yachts will be there for your arrival!”
“The Standard, Hua Hin resort with its accompanying private beach villas is Thailand’s answer to the Maldives. The resort will include a 171 bedroom hotel along with 28 villas creating a poolside vibe reminiscent of The Standard, Miami. We have more signed deals in Europe: Brussels, Dublin, Lisbon and Milan. Each destination is eclectic and individual – each of our hotels is completely unique. Our Dublin hotel, due to open in 2025, like all our hotels will have various restaurants. Something for everyone! We want to embrace Dublin culture and all the energy the vibrant city offers.” It’s not so much about creating a new standard of living as a new standard of staying. And eating. And partying. And being.
Our guide relates, “The ground floor reading room is a homage to the Council library which used to be here. It’s stocked with vintage sourced books from the Fifties to the Eighties. It’s all a bit tongue-in-cheek!” ‘Chaos’ and ‘Order’ bookcases are cheek-by-jowl; so are ‘Politics’ and ‘Tragedy’. “We have drag races in the bar on Sundays. There’s always a unique shop in Standard Hotels where you can purchase weird and wonderful goods sourced from all over the world.” Snatch Game Brooches by Lou Taylor and Trip Wild Mint and Camomile Oil are two quirky gifts on display in the London shop.
We’re on the 10th floor now. “Decimo is our Michelin starred Hispanic Mexican restaurant. Alexander McQueen held their afterparty here. The theatre of the kitchen is on full display. There’s definitely a bit of an LA party feel to this hotel.” That’s true for sure: there’s nothing standard about our evening. “You must finish the night in Double Standard, our New York style bar for highflyers. It’s famous for Aperol spritz slushes!”