A superior master bedroom at The Standard , Hua Hin , in Thailand .
incredible creative team that surrounded him , pushed boundaries with creativity in every facet of our hotels — design , nightlife , art , programming and culture . In my opinion , he changed the game as did The Standard . He taught us the importance of the details : Every element matters , from the font on an invitation to an exclusive party at BOOM , to the size of the wine glass at the Café Standard in the East Village , to the playlist by the pool at The Standard Spa , Miami . These details shaped the unique experience found only at The Standard and are still at the core of our brand . As we have expanded globally , we have continued to push boundaries , which is why we remain relevant after over two decades .
HOTELS : When you joined Standard in 2011 , it was very much still a U . S . -focused brand . That mentality has shifted some and you now have hotels across APAC and Europe with upcoming openings in Brussels , Lisbon and Dublin . Amar Lalvani , your predeccessor , put a focus on that . How are you growing now — both in North America and internationally ? What are the types of owners you work with and how are you able to beat out competitor brands for deals ?
A guestroom at The Standard , Ibiza .
Amber Asher became CEO of Standard International in 2021 .
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