Stepping into The Standard anywhere in the world, there is an unmistakable sense of energy, curiosity and confidence that feels entirely its own. Much of that distinctive identity has been shaped by Verena Haller. As Global Head of Design & Creative Services at Hyatt Lifestyle Group, she has played a pivotal role in evolving The Standard into one of hospitality’s most influential design-led brands.
Ahead of new openings in Lisbon and Mexico City, we spoke to Verena Haller about building a global brand without relying on a formula, why community remains at the heart of every project, and why she believes the most memorable hotels are those that continue to surprise us.
Verena Haller: The biggest one has always been community. The Standard is about bringing people together. That was true in 1999 and it’s the goal of every project we touch, wherever we are in the world. We don’t just design hotels for guests – we design places where locals want to spend time as well. That mix is incredibly important to us because that’s where the energy comes from.
A great solo travel tip spotted this week on Hotel Designs.
