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Breaking New Ground: Standard International Sets Sights on Bold European Expansion

Upcoming Properties in Belgium, Portugal, and Ireland.

Standard International, the parent company of The Standard Hotels, reaffirms its commitment to global expansion in Europe with three upcoming projects. Building on the success of The Standard, London (2019) and The Standard, Ibiza (2022), the pioneering independent lifestyle hospitality brand is extending its presence with exciting new ventures in Brussels, Lisbon, and Dublin.

The Standard, Brussels
The Standard, Brussels

Anticipated to open in the first half of 2025, The Standard, Brussels is poised to redefine the concept of mixed-use spaces. Enveloped by the groundbreaking ZIN multipurpose redevelopment project in the Northern Quarter of Brussels which features a circular construction strategy and reuse of materials, this is a first for a project of this scale. The Standard, Brussels finds home within the transformed World Trade Center, boasting 200 keys (20 of which will be The Standard’s first extended-stay offering). Drawing inspiration from the adjacent botanical garden, the hotel’s ground floor will feature a lobby restaurant and bar, setting the tone for a harmonious blend between nature and modernity. Ascending to the 29th floor, guests will discover the rooftop garden and brasserie, providing a panoramic experience with indoor and outdoor seating for lunch and dinner. Spearheading the creative vision in tandem with The Standard’s award-winning in-house design team led by Verena Haller are two luminaries in Belgian architecture and design: Jaspers-Eyers Architects and Bernard Dubois Architects.

Embarking on its Iberian adventure in late 2025, The Standard, Lisbon will seamlessly weave its way into the vibrant destination with flair. Transforming a former naval hospital into a mixed-use gem, the property will offer approximately 172 rooms alongside new branded residences nestled in the historic town of Alfama, Lisbon. Culinary moments will include a café offering picturesque views of Campo de Santa Clara, a lounge housed in a meticulously restored pharmacy and a signature restaurant that contains the unmistakable touch only found at The Standard. Additional standout moments within The Standard, Lisbon will include an outdoor pool deck and terrace as well as a rooftop cocktail bar that features panoramic vistas of the sea. A colorful on-site spa will serve as a playful respite, touting a menu that draws inspiration from Alfama's Moorish heritage, with the name Alfama referencing the fountains and hot springs indigenous to the area. The architectural resurrection of this landmark is orchestrated by STC Arquitetura, while The Standard’s in-house design team collaborated with the creative vision of Jaime Hayon of Hayon Studio. 

Looking ahead to 2027, The Standard, Dublin will debut as a 200-room property in the Dublin Arch (formerly Connelly Corner) development. As a mixed-use business and residential project, the area will be Ireland’s most connected commercial hub.

Acknowledged as a trailblazer in the lifestyle hotel sector, The Standard hotels sets itself apart through engaging avant-garde programming and thoughtful design. Renowned for crafting experiences that shape neighborhoods and forge distinctive destinations, the independent brand has firmly established itself as a pioneer in the industry. 

Standard International Holdings is the parent company of The Standard Hotels portfolio which owns The Standard, The Peri Hotels, Bunkhouse Group and debuting in 2024, The StandardX brand. Created in 1999, The Standard hotels are known for their pioneering design, taste-making clientele, and unrelenting un-standard-ness. With its original outpost in Hollywood, The Standard has now opened properties in marquee locations globally including in New York, Miami, London, the Maldives, Hua Hin, Ibiza, and Bangkok. Be it a city hotel, seaside resort, or rooftop bar, the goal of every Standard project is to defy convention and up the aesthetic stakes. Since then, the brand has been lauded for its distinct approach to hospitality, travel, dining, and nightlife. Standard hotels in Singapore, Lisbon, and Brussels are under development. Standard International has expanded their portfolio with branded residences under development in Miami, Lisbon, Phuket and Hua Hin.

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