The Standard, Hollywood, A Quirky Hotel on the Sunset Strip
The bright blue pool deck, “secret” club, and 24/7 dining help The Standard stand out from the crowd.
If The Standard, Hollywood’s upside-down sign doesn’t do enough to suggest that this hotel’s a bit different, step inside and take a look at the stylish, but unconventional, design choices that set the place apart from its competition.
When The Standard opened on the Sunset Strip in 1999, it was the first of a hotel group that now has sister properties in downtown L.A., NYC, and Miami Beach. The building itself dates back to 1962 when it, and its eye-catching undulating exterior wall, were known as the Thunderbird Motel. It later served as a retirement home until developer Andre Balazs purchased the property and—with the help of A-list investors including Leonardo DiCaprio, Cameron Diaz, and Benicio del Toro—turned it into the hip hotel it is today. It was not his first venture in the Sunset Strip area; in 1990, Balazs helmed the restoration of the glamorous Chateau Marmont Hotel.
Balazs would ultimately part ways with the Standard brand in 2017, but it remains beloved by those who crave chic surroundings and fabulous nightlife, entertainment, food, and cocktails all under one roof.
A modern lobby gives way to a bright pop of color in the adjoining Cactus Lounge where cocktails can be enjoyed in a space that conjures desert vibes. The hotel’s restaurant, Croft Alley, serves an all-day menu with an emphasis on local ingredients from Chef Phuong Tran. Some menu options: an acai bowl or shakshuka for breakfast, a cauliflower grilled cheese i or burrata salad for lunch, and Scottish salmon or chicken schnitzel for dinner. Feel free to go off-schedule, too; Croft Alley is open 24/7.
The hotel’s pool deck, carpeted in electric blue AstroTurf, is a popular spot for daytime drinks and power lunches. On Saturdays, the clandestine club Mmhmmm opens for music, be it dance parties with DJs or intimate, live performances.
You don’t have to be a guest to enjoy these public amenities, though if you are, you’ll be within a mile of iconic venues including the Comedy Store, Whisky a Go Go, and the Viper Room, as well as numerous restaurants, bars, and shops.