Let’s be honest. For years, the name ‘Pattaya’ has conjured a very specific, somewhat informal celluloid reel: a riot of neon, the relentless thud of bass from open-fronted bars, and a tourist scene more mercenary than tranquil. It was the boisterous, unapologetic coastal town of one’s youth (or rather, age seven, which was when I was last here), perhaps, but not the sort of place whispered about as a chic escape. It was loud, it was obvious, and, for the discerning traveller, it was largely a fly-over zone on the map to somewhere quieter, somewhere with a little more substance.
Tides, like reputations, can turn. A little farther down the coast, where the shoreline breathes easier, the enclave of Na Jomtien has been quietly cultivating a different story. This is Pattaya’s sophisticated alter ego, a tranquil stretch of swimmable water and sands fringed with coconut palms, where the loudest sound is often the wind catching a kitesurfer’s sail. It is on this more thoughtful coastline that The Standard has planted its flag, opening what feels less like another beachfront resort and more like a temporal portal disguised as a hotel. The escape offered by The Standard, Pattaya Na Jomtien is more than a departure from Bangkok—it’s a flight from the 21st century itself.
The time machine is set to sometime around 1969. The hotel’s architecture, a collaboration led by Onion, is a masterclass in retro-futurism. It’s a playful interpretation of modernism, where hard, Brutalist edges are softened by whimsical, undulating curves and rhythmic vertical lines that ripple across the façade. Your arrival isn’t into a lobby—it’s an immersion into a mood and a different life.
The journey inward, curated by landscape designer PLA, is a sensory immersion, where light, shadow, and sound unfold through lushly planted corridors. In the courtyard, the traditional concierge greeting is replaced by the silent welcome of Unity of the Double—a pair of hand-carved stone sculptures by French artist Chloé Kelly Miller. Anchored to a single base, the two figures gaze at one another in a silent, tender dialogue, becoming what the artist calls “guardians of energy” that gently guide the flow of the space. They are the hotel’s spiritual centre, embodying themes of duality and joyful reunion.
This dialogue between art and place is the hotel’s native language. In the lobby, a vast, handwoven textile artwork by Yarn Story Studio captures the ephemeral beauty of a Pattaya sunset in raffia and natural fibres. A companion piece nearby channels the energy of the sea breeze through playful patterns and vibrant colours. Even the staff uniforms are part of the aesthetic narrative, designed by Thai fashion house Vickteerut to blend clean, urban tailoring with the effortless ease of beach life. It’s all part of a cohesive vision, where every detail is considered. The 161 rooms and suites are sanctuaries of sleek comfort, continuing the theme with rain showers and expansive views of the gardens or the Gulf of Thailand.
Of course, a vibe this strong needs a flavour to match. This is where The Standard’s influence is most profound, rewriting the script for Pattaya and, indeed, the entire concept of a beach club. At Esmé, the brand’s first beach club, the culinary compass points somewhere bold: a head-on collision of Mexico and Thailand (in good ways). It’s a pairing that sounds audacious on paper but makes perfect, explosive sense on the palate. Here, crispy Chicharrones de Cerdo are served with a creamy, perfectly seasoned guacamole. The catch of the day, a whole Thai Gulf snapper, is grilled Zarandeado-style and slathered in a spiced aioli that drizzles with heat. Tacos come stuffed with tiger prawns marinated in tamarind, their sweet-sour tang cut by crispy onions and a slick of house hot sauce.
The perfect accomplice is the Pattaya Paloma, a tequila-based concoction where the traditional salt rim is swapped for the tingling heat of Thai mala spice. It’s a drink crafted for the transition from sunbed to dance floor—a transition marked here by the DJ’s tunes of gongs and deep house as the sun begins to dip. For those seeking a more traditional taste of the coast, Sereia offers a refined Thai seafood grill, where the culinary traditions of Chonburi are celebrated over live fire. Dishes like Jang Long—lemongrass skewers of grilled fish cakes—and a rich, fragrant red curry with lump crab and wild betel leaf (K’ang Kua Pu-nim) offer a direct line to the region’s mom-made-it staples.
The real magic, however, happens as the day wanes. The sunsets in Na Jomtien are a fiercely protected local secret, and The Standard provides the ultimate front-row seat. The main pool deck, lined with striped loungers in bold, 1960s-era cinnamon tones, becomes the heart of the hotel. White pergolas draped in bougainvillaea create shaded corners for sipping a chilly margarita delivered straight to your lounger. As the sky ignites in impossible shades of orange, pink, and violet, a collective hush falls over the property. This is the main event: a spectacle that feels both grand and deeply personal, the kind of moment that imprints into one’s memory for posterity.
It is this quirky yet on-point sense of style and atmosphere that defines The Standard, Pattaya. It has managed to conjure a world that is entirely its own, yet feels deeply connected to the best parts of its location. It’s a launchpad for exploring the pristine coral reefs of nearby Koh Kram or Koh Larn, a refuelling station for kitesurfers, and a sanctuary for those who believe a holiday should be both stylish and soulful. The Standard transcends its location; it is a destination in itself, offering a new, infinitely more compelling reason to visit Pattaya in the first place. It’s a place that proves luxury isn’t just about effusive GMs, shoe polishing, and butler service—it’s about having the confidence to be different, the creativity to be playful, and the wisdom to build your deck facing the setting sun.
Enjoy 20 per cent off the best available rate with daily breakfast for two, plus a complimentary cocktail at Esmé. Book now and stay from 21 October 2025 onwards.
