Fashion locations: The Standard Hotel

Now it’s official: the magic of Sex and The City is going to return thrilling audiences with the much-talked sequel "Just Like That" powered by HBO, whose official sneak peeks made us want to dive deep into the glamorous world of the beloved 90s queens of Manhattan. Like all girls in the summer also Carrie, Samantha, Miranda and Charlotte have often decided to take a break from the Big Apple: in "Escape from New York" and "Sex and Another City", the hotel and the fantastic rooftop pool of The Standard Hotel in West Hollywood is the background of the events of the protagonists. To remotely retrace the places of the iconic location you need to close your eyes and catapult to Los Angeles. Here, between love conflicts and a conversation about Brazilian wax, the fashion victims leaft their mark: the hotel has become a place of worship for fans of the series, where the event to celebrate 20 years of the most popular TV series was held on June 8, 2018. Despite the closure of the boutique hotel on the Sunset Strip in early 2021, dreaming of a poolside September with friends is priceless.

The "Standard" mood

The upside-down sign, the imposing white presence on the busiest street in the world's most creative city, mismatching Louboutins by Sarah Jessica Parker, and a cloud of effortlessly cool cigarette smoke before coming back to the bar. Those are all elements that embody the mood of the iconic hotel, but nothing screams more Hollywood than The Standard pool: live DJ sets by the heated pool being surrounded by blue Astroturf floor, a ping-pong table adjacent to the design-savvy bar and a fantastic view of L.A. by day, and three night-clubs by the pool, the Purple Lounge, the Mhmhhh and Giorgio’s for good nights, representing the classic frenetic unpredictability of the world of celebs. A nightclub with a name that speaks for itself, where private events and exclusive parties have been remembered by all the people of the night, including the protagonists of SATC.

A celebrity place-to-be

Hollywood’s The Standard shares its celebrity with Chateau Marmont. Both celebrity huts are owned by the hospitality manager Andre Balasz, who is now specialized in creating an oasis of fun and relaxation for the personalities of the showbiz. The hotel was opened thanks to direct funding from Leonardo di Caprio, Cameron Diaz and Benicio del Toro, who among others were also frequent visitors. The machine of product placement and sponsorship of Sex & the City was immediately activated to align the life and mood of its protagonists with the culture born on the spot, made of light entertainment and dream atmospheres.

Hollywood set inspired

A unique design halfway between the screenplay of Hollywood films and the comfort of a boutique hotel: the set designer Shawn Hausman reflected the sparkling aesthetics of the most elaborate sets in the creation of different environments, that would be perfect for wild shooting sessions today. All suites are equipped with a romantic Japanese shoji screen to divide the two space, which divides the all-round view with large glass pool view and in favor of voyeurs, for those who do not have anything to hide. Andy Warhol designed curtains specifically for rooms with views. Descending into the iconic lobby where Carrie, Miranda and Samantha started the weekend, the Cactus Lounge welcomes guests catapulting them into the desert nature given by the hyper-realistic mural, where rattan seats were the perfect theater for a drink before jumping into the fray by the pool, the real jewel of The Standard. 

A sad farewell

"It is with a heavy heart that we must announce the closure of The Standard, Hollywood. Despite 22 years of unconditional love for our hotel, our guests, our team and our community, the hotel was unable to prevent a significant increase to its lease, which makes operating the property impossible."

- from The Standard website

The Standard is not just a temple of pop culture, but a uniquely designed hotel that embodies the essence of Hollywood. The famous Instagram account @everyoutfitonsatc wrote its first post from the hotel’s poolside suite, where in 2018 he organized a reunion party with the participation of Kristin Davis, (Charlotte) and director Michael Patrick King, and an event for the launch of the book #weshouldallbemirandas. The decision to close the building is the result of the effects of the pandemic situation, which made it impossible to continue investing in the business. The company’s still active locations, all on the same wavelength as the Sunset Strip icon, are in London, Downtown L.A, East Village in New York, the Maldives and Miami.