Review / The Standard Pattaya Na Jomtien brings thoughtful design and luxury to Thailand’s party townThe brand’s latest Thai oasis offers a playful, design-led escape to the coast, complete with vibrant interiors, a pine-fringed beach club, and fresh fire-grilled seafoodPattaya is not the first place that comes to mind when planning a luxurious holiday in Thailand. Characterised by its rowdy party vibe and for attracting the type of tourists looking for drugs, sex and rock ‘n’ roll, the coastal town located southeast of Bangkok doesn’t have the cachet of Hua Hin, a popular weekend destination known for its wellness offerings and beach resorts.The opening of The Standard Pattaya Na Jomtien last October came as a bit of a surprise, but also as a welcome addition to the town’s lacklustre luxury hospitality scene.A quick 20-minute drive from Pattaya proper, the beach enclave of Na Jomtien couldn’t be more different from the party town. The hotel itself is situated on a quiet stretch of coastline, populated only by the odd stray dog, with locals going about their day and a few tourists taking a break from the malls and bars of Pattaya.The front desk lobby is decorated with colourful and whimsical furniture. Photo: HandoutIn only a few months, the hotel has become a favourite spot among Bangkok residents looking for a quick getaway from the city (it’s only a 90-minute drive from downtown Bangkok, or Suvarnabhumi Airport, for those skipping Bangkok altogether). On a recent visit, the place was filled with families and young couples – many with pets in tow – enjoying the lovely surroundings. The resort wouldn’t look out of place on islands such as Phuket or Koh Samui.Founded by man-about-town André Balazs in 1999, the Standard brand has become synonymous with the concept of the boutique hotel thanks to signature properties such as The Standard High Line in New York’s Meatpacking District. Known for its cheeky vibe, design-led interiors and informal but attentive service, the brand’s portfolio now includes three hotels in Thailand, including one in Bangkok and one in Hua Hin.The curvilinear shapes of the buildings are reminiscent of waves. Photo: HandoutPattaya Na Jomtien is the first Thai property to open after the brand was acquired by Hyatt International in 2024 from Bangkok-based developer Sansiri, which still owns the Hua Hin resort.It’s not easy to translate the brand’s unique aesthetic and ambience to a beach setting. Still, the team behind The Standard Pattaya Na Jomtien managed to stay true to the brand’s DNA while also offering all you’d expect from a luxurious beach resort.Two stone sculptures by artist Chloé Kelly Miller greet visitors in the main lobby. Photo: HandoutThai architecture firm Onion Studio is behind the curvilinear and wave-inspired structure, which comprises four courtyards, each painstakingly landscaped to reflect the lush surroundings (Na Jomtien was once known as “Dong Tarn Beach” because of the sugar palm trees that lined its shores).