Stay here: The Standard London

What’s the deal

It’s all groovy, baby: the red bubble lift on the brutalist 1970s exterior and curved-corner windows make the hotel an unmissable landmark on Euston Road, one of the UK’s busiest transport hubs. Formerly an office block and library, The Standard, London is the trendy hotel brand’s first property outside its native US – shot through with undeniable London DNA, with just enough of that coastal American cool that has earned the chain its cult status. Long-time collaborator Shawn Hausman created the hotel’s distinctive, retro, highly Instagrammable design which never breaks character – the 1970s throwback terrazzo tiles, statement rugs and wall hangings, big potted plants and architectural wooden ceilings are bang on trend.

I stayed in a King of Kings room, which felt somewhere between a retro train carriage and the interior of a spaceship, with dichromatic subway tiles in the bathroom, panelled walls, bay window seating and bedspreads by Wallace Sewell, the makers behind the London Underground seat fabrics. The room style was squarely mid-century retro-modernist, with a dominant palette of red and blue and space-age touches that felt totally rad. The freestanding tub and walk-in shower offered me some soothing refreshment after a rowdy night out in nearby Camden, then the massive bed did the rest.

If you’re simply looking for a smart space to rest your head, there are windowless Cosy Core rooms – controversial when the hotel opened in 2019, but which have proven ideal for the growing ranks of the sleep-obsessed, or those coming straight from a flight or needing to catch an early train. The largest accommodation on offer is the 732sq ft Suite Terrace, which comes with a central bar area, an outdoor bath and dining area and more of a minimalist Japandi feel – perfect for playing host and entertaining while in the city.

It’s not often a hotel makes you want to don your funkiest outfit just to wander its lobby and hallways, but when where you’re staying is as design-driven and full of personality The Standard, London, every moment feels like an opportunity to show off and have some fun.

Why stay

It’s the perfect encapsulation of London and its contrasts: creative, cultured, quirky and hip, with unobstructed views of the grade I-listed Victorian Gothic edifice of St Pancras railway station, which connects the capital to France, the Netherlands and Belgium by train. Service is familiar and personable, there’s a fantastic rolling programme of events, including parties, screenings and panels, and dogs stay free, too.

Don’t miss

No effort has been spared on aligning The Standard, London’s total of five restaurants and bars to the exacting brand standard. A meal at Isla was my highlight: its serene, weather-proofed garden terrace is a place to see and be seen. It’s the setting for seasonal, high-nutrition dishes, such as roasted cauliflower with cherry molasses and mint, and Cornish red chicken with caramelised celeriac.