If you spent any time on the Sunset Strip between 1999 and 2021, you know the vibe. The upside-down sign. The cobalt blue Astroturf. That weird, mesmerising glass box behind the front desk where a living, breathing human would just... nap. The Standard Hollywood in West Hollywood wasn't just a place to sleep; it was a high-concept social experiment that actually worked.
Then it went dark.
For a long time, people assumed it was just another casualty of the pandemic. While the 2020 lockdowns were the final nail in the coffin, the reality is a lot more "Los Angeles real estate" than "global health crisis." It was a mess of lease disputes and skyrocketing rent that ultimately made the coolest hotel in town impossible to run.
The Birth of the Cool (and the Box)
Before it was the Standard, the building at 8300 Sunset Boulevard had a bizarrely different life. It started as the Thunderbird Motel in 1962, then turned into a retirement home called the Golden Crest. Imagine that. One of the loudest, most scandalous corners of WeHo was once a quiet place for seniors to enjoy the sun.
André Balazs changed all that in 1999.
He didn't do it alone. He had the kind of financial backing that sounds like a 90s fever dream: Leonardo DiCaprio, Cameron Diaz, Benicio del Toro, and members of the Smashing Pumpkins all chipped in. They wanted a hotel that felt like a movie set.
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They hired Shawn Hausman, a film set designer, to do the interiors. It showed. Everything felt slightly surreal, from the mid-century modern furniture to the "Box." Honestly, that glass case behind the reception desk is what everyone remembers. It featured "performance artists" (basically models) who would read, sleep, or play with iPads while guests checked in. It was pretentious. It was brilliant. It was peak West Hollywood.
Why The Standard Hollywood in West Hollywood Actually Vanished
So, what happened?
In early 2021, the hotel officially announced it was closing for good. The official statement cited a "significant increase to its lease."
Here is the context: The land is owned by the Ferrado Group. Back in 2019, they exercised an option to jack up the rent. Standard International tried to negotiate. They tried to make the numbers work. But then 2020 hit, travel died, and suddenly, paying a premium for a prime Sunset Strip lease felt like a suicide mission for the brand.
It was a heartbreaking end for a place that had survived decades of drama. This was the hotel where Sex and the City filmed its legendary L.A. episode. It was the backdrop for Entourage. It was the place where you could see Jennifer Lopez at the pool or catch a secret DJ set by someone who usually plays stadiums.
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The "Standard culture" was born here. It paved the way for the Downtown L.A. location (which also sadly closed) and the newer, glossier spots in London and Bangkok. But the original? It had a grit that the new ones can’t quite replicate.
The Sunset Strip’s New Chapter: What’s There Now?
If you drive past 8300 Sunset today, things look different. The building sat idle for a few years while the city debated making it a landmark. There was a lot of back-and-forth between preservationists and developers.
By late 2025, the dust had settled.
The site is currently being transformed into PUBLIC West Hollywood. If that name sounds familiar, it’s because it belongs to Ian Schrager—the man who basically invented boutique hotels and co-founded Studio 54.
Schrager is a bit of a Sunset Strip veteran. He’s the guy behind the Mondrian just down the street and the EDITION at Sunset and Doheny. For the new PUBLIC, he’s kept the "bones" of the old Standard building but is giving it a massive, $100-plus million facelift.
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What to Expect from the New Site:
- The Rooftop: A massive 16,000-square-foot deck with 360-degree views.
- The Vibe: Schrager’s "luxury for all" concept. Think high design but hopefully without the $1,000-a-night price tag.
- Nightlife: They are planning three different food and drink spots. Word is they want to fill the void left by Giorgio’s, the legendary disco night that used to happen at the Standard.
Is the "Old Hollywood" Dead?
There’s a lot of talk about West Hollywood losing its soul. When the Standard closed, it felt like the end of an era of "accessible cool." You didn't have to be a billionaire to hang out at the Standard pool; you just had to look like you belonged there.
The new developments are sleeker, sure. They’re more expensive, definitely. But the history of the Standard Hollywood in West Hollywood reminds us that the Strip is always reinventing itself. It went from a motel to a retirement home to a celebrity playground, and now it’s becoming a Schrager masterpiece.
If you’re looking to capture a bit of that old energy, you can still find it at the Chateau Marmont or the Sunset Tower, which have managed to hold onto their keys despite the changing tides. But for many of us, nothing will quite replace the sight of that blue grass and the sleeping girl in the glass box.
Actionable Insights for Your Next Visit
If you’re planning a trip to the Sunset Strip in 2026, keep these things in mind:
- Check the Status of PUBLIC: The hotel is slated to open its doors in the second quarter of 2026. Keep an eye on reservation sites starting in January to snag a room before the influencers descend.
- Explore the Preservation: While the Standard is gone, the building itself is a "Cultural Resource." Take a moment to look at the architecture—it’s one of the best examples of mid-century "Googie" style still standing on the Strip.
- Visit the Neighbors: If you want the classic WeHo experience while waiting for the new spot to open, head to The West Hollywood EDITION. It’s the closest thing to the Standard’s modern successor, with a great rooftop and a hidden club in the basement.
- Parking Hack: Don't even try to park on Sunset. Use the public lots on Santa Monica Boulevard and walk up. It’ll save you $40 in valet fees and a lot of grey hairs.
The Standard may be a memory, but the building is finally waking up again.