Setting a New Standard

A brand known for innovative hotels in New York and Miami is making the leap to Asia. Standard International CEO Amber Asher discusses the company’s DNA and continuing growth

- Nick Remsen

IT’S A POPULAR name, yet The Standard Hotels may be more famous than you realize. The New York City Meatpacking District property, a vaulted tower straddling the High Line park, is home to a rooftop venue called Top of The Standard (formerly known as the Boom Boom Room). It’s the site of the annual Met Gala after-party, among other A-list affairs. Meanwhile, The Standard on Miami Beach is hypervisible on social media for its yellow vinyl lawn chairs and 365-days-per-year pool scene. And the former Standard Hollywood haunt held a high-profile address between the equally notable Sunset Tower and Chateau Marmont hotels (this location was also the brand’s first). So you have, in all likelihood, seen a Standard—and the easygoing good life it spurs.