BRAND PARTNERSHIPS

Over the course of my time at The Standard, I successfully organized and launched 10 brand partnerships, leading each initiative from concept through execution.

Each year, The Standard partnered with one to two brands on a brand wide level, in addition to individual partnerships executed at property level. I worked closely with the Marketing Director and property Marketing Managers to ensure each collaboration was seamlessly planned and executed across all touchpoints.

As the primary liaison for many of these partnerships, I led weekly and monthly cross functional meetings that included our brand partners, Marketing teams, PR teams, and property teams. These meetings focused on aligning launch timelines, marketing strategies, product integration, events, and communication plans to ensure a successful rollout.

THE STANDARD X HUNZA G

The Standard x Hunza G
Brand Wide Partnership
June 2025

The Standard partnered with London based brand Hunza G for a brand wide partnership, kicking off the partnership with launch parties at both our Ibiza and Miami locations. The collection featured Hunza G's signature crinkle swimsuit reimagined in The Standard's iconic red and was made to fit all body types. The exclusive swimsuit was sold through Shop The Standard and across all hotel retail locations.

To support the global rollout, I partnered with the Graphic Design team to develop in-store signage and printed collateral that communicated the story behind the collaboration. In addition, I worked closely with our Social Media Manager and Copywriter to execute and coordinate a social media and email marketing strategy.

THE STANDARD, IBIZA X BURBERRY

The Standard, Ibiza x Burberry
July - August 2025

Burberry’s seasonal pop-up at The Standard, Ibiza was a takeover of the hotel’s rooftop bar and restaurant, UP. The partnership featured a launch party, exclusive merch such as the Burberry x Ibiza tote bag, and a pop-up all summer featuring items from Burberry’s new summer collection of ready-to-buy products consisting of swimwear, totes, shoes, sunglasses, and hats in seasonal Burberry check.

THE STANDARD X LIBERTY LONDON

The Standard, Ibiza x Liberty
The Well Traveled Edit
August 2025

The Standard, London x Liberty
Overnight Edit
October 2025

The Standard partnered with London-based beauty retailer Liberty London to create two exclusive beauty kits inspired by our European properties. The Standard, Ibiza launched the Well-Traveled Edit, while The Standard, London introduced the Overnight Edit, each curated to reflect the unique spirit of its destination.

The collections were sold through Shop The Standard e-comm site, Liberty London's website, and both hotel retail locations. The kits sold out within weeks of launch and were recognized as one of Liberty London's most successful beauty kit collaborations.

To support the launch, I executed a multi-channel marketing strategy that included email marketing, social media campaigns, and influencer partnerships, driving awareness, engagement, and strong sales across both brands.

THE STANDARD, HIGH LINE X BLIND BARBER

The Standard, High Line x Blind Barber
Exclusive Perfume: Glass House
November 2025

The Standard partnered with Blind Barber on a property-level collaboration to create an exclusive fragrance designed to capture “the heat of New York and city life.” The bottle and campaign drew inspiration from The Standard’s iconic architecture, incorporating transparent design elements that reflect a window into the lives and experiences of guests.

The fragrance was sold through Shop The Standard, Blind Barber’s website, and the hotel’s retail shop.

To support the release, I partnered with The Standard, High Line to host a launch event attended by influencers, brand partners, and key PR outlets to generate awareness and press coverage.

THE STANDARD X 4AM SKIN

The Standard X 4AM Skin
Brand wide partnership
Custom Reusbale Undereye Mask
Septemeber 2025

The Standard partnered with local beauty brand 4AM Skin to develop a custom reusable undereye mask, building on one of the brand’s existing hero products. The collaboration aligned with The Standard’s signature nightlife and “party lifestyle,” making it a natural fit for a property wide integration, in-room amenities, and potential minibar offerings.

The product was promoted through a joint marketing effort between both brands, resulting in it completely selling through a few months after launch.

The product was sold at all properties and Shop The Standard.

THE STANDARD, HIGH LINE X MARC JACOBS

The Standard, High Line x Marc Jacobs
Launch for their new collection JOY
October 2025

The Standard, High Line hosted a launch event for Marc Jacobs’ new line JOY, in collaboration with Sofia Coppola’s New York City premiere of her film Fairyland. As part of the activation, Marc Jacobs took over The Standard, High Line retail shop for the month of October to support the launch of the collection.

I partnered closely with the Marc Jacobs team to align on event execution, product assortment, buy quantities, visual merchandising, and detailed line sheets to ensure seamless implementation across the hotel retail space.

THE STANDARD X CRASH BAGGAGE

The Standard x Crash Baggage
Brand Wide Partnership
The Standard, Carry On
November 2025

The Standard partnered with Italian-based luggage company Crash Baggage to create our very first suitcase - The Standard-red Icon Luggage. This collaboration was based on the already popular Icon luggage by Crash Baggage, in the carry-on size. The luggage also featured travel stickers made by The Standard, High Line’s popular door girl Connie Flemming.

The launch parties were hosted at both The Standard Bangkok and High Line. The luggage was sold on Shop The Standard, at every property globally, as well as Crash Baggage’s website.

To support the global rollout, I partnered with the Graphic Design team to develop in-store signage and printed collateral that communicated the story behind the collaboration. In addition, I worked closely with our Social Media Manager and Copywriter to execute and coordinate a social media and email marketing strategy.

THE STANDARD, MIAMI X DONDE ESTEBAN

The Standard, Miami x Donde Esteban
Custom Capsule Collection
Decemeber 2025 - Art Basel

The Standard partnered with European based brand Donde Esteban to create a capsule collection inspired by retro Miami lifestyle, including a shirt, hat, beach bag, and sarong. The collection launched during Art Basel Miami Beach week alongside a Donde Esteban retail takeover at The Standard, Miami shop. Featuring a pop-up experience rooted in Latin culture.

In the lead up to the launch, I hosted weekly calls with the Donde Esteban team, property Marketing Managers, and our PR team to ensure a seamless rollout.

The collection was sold on Shop The Standard, The Standard, Miami retail shop and Donde Esteban’s website.

THE STANDARD, BRUSSELS X D’HEYGERE

The Standard, Brussels x D’Heygere
Ornament-Turned-Earring
Decemeber 2025

The Standard, Brussels partnered with Paris based designer Stephanie D’Heygere with a limited-edition ornament-turned-earring created exclusively for us.

This collaboration marked the first retail partnership for The Standard, Brussels and was developed in preparation for the holiday season.

The launch included social media and email marketing, as well as a launch party at the property, and was sold on Shop The Standard and The Standard, Brussels location.

THE STANDARD X PAPERBOY

The Standard, London + Brussels x Paperboy
Custom Capsule Collection
April 2026

From Paris to Brussels to London, cult café PaperBoy teamed up with The Standard for a limited-edition collaboration. The collection included a hoodie, a hat, air freshener, incense and a lighter, all detailed to each specific location for London and Brussels.

The collaboration launched alongside Paperboy food pop-ups at each European property, supported by retail activations, launch events, curated menus, and a run club experience to engage local communities.

I worked closely with both property teams and the Paperboy team to manage buying, shipments, photoshoot coordination, and event execution to ensure a seamless rollout. The collection was sold on Shop The Standard, as well as at The Standard, London and Brussels.

THE STANDARD X EDDIE HUANG

The Standard x Eddie Huang
Brand Wide Partnership
Come Undone Deck - Card Game
June 2026

The Standard partnered with author and chef Eddie Huang to create The Come Undone deck of conversation cards, inspired by his book Come Undone. The project explores themes of connection, intimacy, and emotional honesty, moving from light small talk to deeper, more reflective prompts about love and relationships.

The card deck consists of four levels designed to deepen conversation between partners. The questions were curated by Eddie Huang, while the design, idea, and production were created by me and my Graphic Design team at The Standard.

The collaboration launched with events at The Standard, High Line, London, and Miami, and was sold through Shop The Standard and all global properties. The deck was also integrated into F&B outlets and featured in a couples room package to extend the experience into guest stays and drive both retail and brand engagement.