25 years ago, a young hotel chain shook up the industry’s rules by offering a cool luxury format that caught the attention of a new generation of entrepreneurs, particularly the digital generation, who preferred “The Standard” to the ostentatious luxury of palaces. Today, the chain is launching its ‘X’ version, less expensive than usual, and even more imbued with cool culture. The decor is very 80s (Memphis is never far away now), the food is short-run, take-away, inspired by street food, a fusion of inspirations, yoga and the like, a boutique, a co-working space… in short, everything that makes up our contemporary landscape. The official opening is scheduled for next February, a little ahead of the other branches such as Brooklyn and Bangkok.