The Standard, Hollywood was the inception of the Standard brand, revolutionary for being the first boutique hotel to cater for people on a budget. The guest room design was an exercise in paring back, stripping away the superfluous clutter traditionally found in hotel rooms to leave design centric spaces populated by select pieces. Artwork and graphics migrated from the walls to become embedded in the very materials of the room; Andy Warhol’s flower print was transformed into drapes. Designed for a younger crowd, SHD made the public space the central focus and driving energy of the hotel with a series of quasi nightclub spaces filled with modern design classics to lend a cultured edge. Rudy’s Barber Shop, established byAlex Calderwood, founder of the Ace Hotel group, was an innovative retail presence occupying the lobby and the front desk was transformed into a bar with high stools and the infamous Vitrine, an art installation space where artists were invited to sleep.