"Why did this hotel catch your attention? What's the vibe?The Standard, London, the brand's first location in Europe, opened in July 2019 in a distinctive Brutalist building. A pill-like red elevator, visible from the exterior, sets the tone for the bright interiors with outlandish decor and greenery. What's the backstory?Standards are renowned for their always-on-the-verge-of-a-party vibe, and by locating the London outpost in a unique building in a rapidly regenerating part of the city, they’ve established, yet again, their signature edgy tone. The building was once part of Camden Town Hall—so both the interiors and the conversations used to be much more subdued. Tell us all about the accommodations. Any tips on what to book?Pod-like rooms come in an array of sizes, from train carriage–style singles to spacious suites with terraces and outdoor bathtubs. The style is varied, too, from kitsch '70s-style swirly carpets to pink-and-black-tiled bathrooms in the smaller rooms to wood paneling and emerald leather in the suites. All come with a cocktail shaker and local mini bar snacks, such as Camden Hells lager. Is there a charge for Wi-Fi, and how is the quality?It's free and fast. Drinking and dining—what are we looking at?Isla, the funky, ground-floor restaurant with carpeted walls and leafy alfresco tables in summer, offers small plates and natural wines. For something a bit grittier, you’ll find gherkin martinis and oozey burgers in the mosaic-tiled bar. Up on the roof, Michelin-starred chef Peter Sanchez-Iglesias serves Mexican tapas alongside glittering city views. What type of travelers will you find here?The sort of people who describe themselves as "creatives"—exactly who might conceivably use the in-house recording studio. What about the neighborhood? Does the hotel fit in, make itself part of the scene?The Standard crowns this young, rapidly changing part of London with its signature brand of hip. Nearby, you’ve got the chic students of Central Saint Martins, the designer shops of newly developed Coal Drops Yard, and St. Pancras station, which offers quick trips to Paris. Any other hotel features worth noting?There’s a DJ booth in the lounge—don’t come for an early night. Or bring earplugs. Bottom line: Worth it? Why?This is the hippest place to sleep in a newly cool part of town." - Laura Goulden
