The Pool Deck at The Standard, West Hollywood. The Standard hotel on the Sunset Strip in West Hollywood, US is scheduled to close on Friday, 22 years after opening with the financial support of such stars as Leonardo DiCaprio, Cameron Diaz and Benicio del Toro. The location was the first that hotelier Andre Balazs opened in the Standard chain of boutique hotels. The brand, with its irreverent upside-down logo, cultivated a casual, cool, celebrity-studded ambience. The chain grew to six locations in the Los Angeles area, New York, Miami and London, and it operates under parent company Standard International. Balazs stepped down as the company’s chairman in 2017.