18:32 PST 1/21/2021
by
Lexy Perez
,
The hotel, located on the Sunset Strip, announced Thursday that it will close more than 22 years after the opening on Friday.
Time to say goodbye to The Standard Hotel.
The Sunset Strip standout announced today that it will close its doors permanently on Friday. “Despite 22 years of unconditional love for our hotel, our guests, our team and our community, the hotel has not been able to significantly increase the lease agreement, making the industry impossible,” reads a report on Instagram. Hollywood was a birthplace of The Standard’s culture, and the backdrop of countless legendary tales. It came to life through its timeless design, live music performances at Desert Nights, the blue scene of Astroturf pool, live art in Box, and the very late, hazy nights at our nightclub incarnations: Purple Lounge, Mmhmmm and Giorgio’s. ‘
With its enviable seating on the Sunset Strip (on the corner of Sunset Boulevard and N. Sweetzer Avenue), a pool deck that can be seen and seen, and a trendy eatery, The Standard has long been part of the fabric of young people. Hollywood. This is a place where tourists mingled with models and actors, and where it was not uncommon to sneak stars like Leonardo DiCaprio, Naomi Campbell, Diddy or Lenny Kravitz in the back for the night in Bryan Rabin and Adam Bravin’s Giorgio’s nightclub to dance.
The scene on Sunset is notoriously fickle, but The Standard was a staple, just like its rival The Mondrian in the block. It was also a more affordable weekend getaway than other favorites in the industry, such as the nearby Chateau Marmont and Sunset Tower, which also helped favor curry at hotshot 20-year-olds eager to network or explore the famous Strip . The Standard proves that it has become a cultural beacon, and can be seen in a series of films and TV programs that have captured the spirit of the times, such as Sex and the city (Season 3’s “Escape from New York” and “Sex and Another City”); Ocean’s Twelve; and Entourage (Season 3’s “I Wanna Be Sedated”).
It was a devastating ten months for the hotel industry as the COVID-19 pandemic largely stopped relaxed travel. Tourism in Los Angeles has been virtually wiped out amid widespread closures due to the city’s record COVID-19 numbers. The Standard maintains another property in the area, The Standard, downtown Los Angeles, and the place is temporarily closed.
To commemorate its legacy, Standard staff are asking fans to put their favorite Hollywood memories in the comments and send photos of the time they spent in the hotel. “We will put everything together in a digital scrapbook to enjoy when you can use some 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 a standard, Hollywood, again. And while it is painful to say goodbye, we know that the community that inspired us will live on.”