The Standard, London
Brutalist Architecture with a Playful Twist
Why DNA Hotels Loves It
● A spectacular transformation of a 1970s Brutalist landmark into one of London’s most original lifestyle hotels.
● Bold interiors that blend retro glamour, contemporary art, and playful design without taking themselves too seriously.
● Vibrant restaurants, rooftop nightlife, and one of King’s Cross’ most distinctive social destinations.
A Brutalist Landmark Reimagined
Few London hotels have undergone such a dramatic transformation. Originally built as the headquarters of Camden Council, the landmark Brutalist building overlooking St Pancras International has been reinvented by The Standard with remarkable confidence. The original concrete structure remains proudly visible, while a striking rooftop extension and the hotel’s signature external red lift immediately announce that this is anything but a conventional luxury hotel. The architecture embraces its past. While confidently looking forward.
Playful Design with Personality
The interiors celebrate the optimism and boldness of the 1970s. Velvet, terrazzo, polished metal, rattan, macramé, sculptural lighting, colourful textiles, and vintage-inspired furniture create spaces that feel energetic, theatrical, and unmistakably fun. Rather than softening the building’s Brutalist character, the design plays against it, creating an engaging contrast between raw architecture and richly layered interiors. It’s bold. But remarkably inviting.
Rooms That Break the Rules
The 266 guestrooms and suites continue the hotel’s unconventional approach. Some feature private terraces with outdoor bathtubs overlooking London’s skyline, while others experiment with ambient lighting to create intimate, cocoon-like spaces at the centre of the building. Throughout the hotel, bespoke joinery, playful colour palettes, terrazzo finishes, and carefully curated furnishings create rooms that feel original without sacrificing comfort. Every category has its own personality. No two stays feel quite the same.
Where London Comes to Socialise
Like every Standard hotel, the public spaces are central to the experience. Double Standard has become one of King’s Cross’ favourite neighbourhood bars, serving comfort food, cocktails, and a lively atmosphere throughout the day. Upstairs, the former public library has been transformed into an intimate lounge, while the rooftop restaurant and terrace deliver panoramic views across London alongside vibrant Latin American-inspired cuisine and late-night energy. The hotel feels alive. From morning until well after midnight.
The New Heart of King’s Cross
Positioned directly opposite St Pancras International and King’s Cross Station, The Standard sits at the centre of one of London’s most exciting urban transformations. Coal Drops Yard, Granary Square, Regent’s Canal, and the British Library are all just moments away, making it an ideal base for exploring both historic and contemporary London.
Why It Works
The Standard London succeeds because it embraces individuality at every level. Rather than disguising the building’s Brutalist origins, it celebrates them through bold design, inventive hospitality, and an unmistakable sense of humour. Confident, creative, and impossible to mistake for anywhere else, it’s one of London’s most memorable contemporary hotels.
