Why book?
For a colorful, convenient stay in London that somehow manages to feel both high-energy and laid-back. It’s a place where design, culture, and personality intersect; where Brutalist architecture meets disco lighting; where a solo traveler can feel at home in a city of millions. It’s stylish, yes—but more than that, it’s smart: environmentally conscious, beautifully designed, and instinctively in tune with what any traveler could possibly request. Stay at The Standard, London if you want the city at its most vivid—the buzz, the art, the rhythm of the streets—with a room you’ll actually want to come back to.
Set the scene
For those looking to stay in the heart of London, the location couldn’t be better: steps from St. Pancras, 10 minutes to SoHo, 15 to Covent Garden, and seven to Oxford Circus—and yet it feels tucked away, like its own little world. The Standard name carries its share of cool, but this property has a softer edge, too—it’s the kind of place that works as well for a weekend couple’s escape as it does for solo travelers or families passing through.
From the moment you arrive, there’s a certain pulse: design-savvy yet inviting, urban but never unkind. The hotel stands opposite St. Pancras in a restored landmark—and inside, that balance of old and new comes alive. There’s the nostalgia of midcentury shapes, saturated red and blues grounded by warm wood, curved furniture, and a distinctly 1970s playfulness that nods to the building’s original era. At night, the atmosphere remains alive—with enough energy to remind you you’re in London, but it’s never too loud. The Standard knows how to throw a party, yes, but it’s equally good at letting you rest. Downstairs the crowd is lively, while the rooms and suite remain quiet and cozy.
The backstory
London was an inspired choice for The Standard’s first European outpost—a city that, like the brand itself, thrives on reinvention. The Standard, London occupies what was once the Camden Town Hall Annexe, built in 1974—a raw concrete civic structure that embodied Brutalist architecture at its most unapologetic. When The Standard took over, it didn’t wipe the slate clean—it reimagined what was already there. The architects at Orms retained the original concrete frame, giving the building a second life rather than starting from scratch—a move that was both environmentally sound and daring, architecturally. A new steel-and-glass extension crowns the structure, housing the upper floors and suites, while interior designer Shawn Hausman Design layered in the brand’s signature wit and warmth: jewel tones, plush textures, and a distinctly 1970s decor that somehow feels utterly now.
The result? A hotel that bridges eras—Brutalist bones, glam nostalgia, and modern London energy all coexisting under one roof. And the fact that it is sustainable by design is cool enough in its own facet: reusing rather than replacing, creating something contemporary without erasing its past.
The rooms
The Standard, London has 266 rooms spread across nine floors, each one balancing comfort with character. Floors one through seven feature rooms in varying sizes—from compact, cocoon-like private pads to more generous king and queen layouts, all unified by midcentury lines and that signature blue-and-red carpet that plays off the concrete façade outside. While there’s no shortage of options to book here, some of the most popular rooms are a Standard Single with One Twin Bed, a Standard Queen, a Standard King Interior (with less window views), as well as a Deluxe Queen or King. The top floors—eight and nine—are where the suites live, and every suite on the eighth floor comes with its own outdoor terrace. Some even have open-air bathtubs overlooking St. Pancras, which, in the right light, is pure magic.
Personally, my stay was in one of the hotel’s lovely and spacious Studio Suites. Completed with a comfy king bed topped in soft, Italian sheets, a large television, and a leather-booth seating area—best for enjoying the 24-hour room service—and adjacent to the sprawling windows, which overlooked the historic train station. In contrast to the busy buzz just outside, the suite was a picture-perfect jewel box oasis with lots of room to indulge in Craig Green bathrobes, an in-room bath-tub, and jam out to my own music via the in-room Bluetooth speaker. In each suite, guests can also find rain jackets and umbrellas for use from the swanky-cool brand Rains to borrow on any rainy day during their stay.
Food & beverage
One of the most satisfying parts of a stay here is how effortlessly The Standard hosts its dining experiences, day and night. Mornings start slowly at Isla, the ground-floor restaurant surrounded by greenery and soft natural light—eggs, croissants, and genuinely good coffee set the tone. For something heartier, Double Standard next door keeps an easy rhythm all day, serving great cocktails, craft beers, and comfort classics with a modern London edge. Come evening, head to the tenth floor for Decimo, where Michelin-starred chef Peter Sanchez-Iglesias turns out live-fire Spanish-Mexican dishes with skyline views to match. It’s sexy, low-lit, and somehow both relaxed and glamorous. Late nights often spill over to the rooftop bar, a playful open-air hangout with unbeatable views. My favorite of the spaces, though, is the Library Lounge: Alongside books of all kinds (once home to the Camden Council Library), it’s here where you’ll find the occasional DJ set spinning vinyls in the “Sound Studio,” lush greenery, and an old-fashioned photo booth to capture groovy-cool memories. While it offers its own menu, you can also order smaller bits and anytime-dishes taken from across Isla and Double Standard’s menus.
And then there’s the Happenings calendar: a constantly shifting lineup of art events, pop-ups, and live music. I went to a few during my time living in London—stylish, spirited evenings that reminded me how this hotel doubles as a creative hub, not just a place to sleep.
The spa
While The Standard, London does not have a “traditional” spa, the hotel offers professional in-room massages, as well as a 24-hour gym with Peloton bikes and free weights. A great plus? If you’re in need of replenishing, for an extra cost (and subject to availability), the hotel offers an IV Drip to rebalance the body’s natural vitamin levels, helping to cleanse toxins, boost the immune system, replenish energy levels, and optimize day-to-day wellbeing.
And as for those staying in a Junior Suite Terrace can indulge in “Cold Water Therapy,” by ordering an ice bath from room service to your outdoor tub. For more of the property’s offerings, check out the site’s guide to wellness and relaxation in London.
The neighborhood/area
Few areas capture modern London like King’s Cross. Once industrial and overlooked, it’s now one of the city’s most dynamic neighborhoods—home to galleries, boutique shops, pubs, and canal-side cafés. Staying at The Standard puts you right in the middle of it all, across from the grand arches of St. Pancras and moments from the Eurostar, the Underground, and the best of central London. From the higher floors, the view is pure theater: travelers rushing past with luggage, locals on their morning commute, buses streaming by. It’s perfect for people-watching and even better for those who like to feel plugged into the city’s pulse.
The service
Service at The Standard, London mirrors the hotel’s overall tone—cool, capable, and warm. The staff are gracious but never overbearing; they appear exactly when you need them and vanish when you don’t. There’s a calm professionalism that makes it all feel effortless.
Eco effort
Sustainability runs through the DNA of this hotel. Beyond reusing the existing 1970s structure—a significant environmental win in itself—The Standard has adopted a low-impact approach to daily operations across its properties. Energy efficiency, waste reduction, and community initiatives are many fall under The Standard: Giving Back program.
Accessibility
There are ADA-compliant rooms available, and every restaurant, bar, and public space is fully accessible.
Anything left to mention?
The Standard’s sense of hospitality extends to its four-legged guests: Dogs stay free and are treated with the same attention to comfort as their humans. It’s a small gesture, but one that speaks volumes about the hotel’s inclusive, playful spirit.
10 Argyle St., London WC1H 8EG
United Kingdonm
https://www.orms.co.uk/
+44 20 3981 8888