The Standard and Sansiri unveil branded luxury residences in Hua Hin

The Standard, in partnership with the Thai luxury property developer Sansiri, has launched The Standard Residences, Hua Hin, a 4.5-billion-baht beachfront residential development that marks the hospitality brand’s first branded residences in Thailand.

Located on a freehold beachfront site covering nine rai in tambon Nong Kae, just south of Hua Hin town, the project comprises 251 residences, with prices ranging from around 11 million to 49 million baht. Two beachfront pool villas, priced above 100 million baht each, have already been sold.

“We asked ourselves if people connect with The Standard experience so deeply, why should it end when they check out? With The Standard Residences, Hua Hin, we are bringing that energy into a real home,” said Napat Thavisin, president of international operations at Sansiri.

“We didn’t want to create homes that simply look like The Standard. We wanted to create homes that feel like The Standard every day.”

Napat Thavisin of Sansiri joins Luke Evans at The Standard Residences, Hua Hin. The Hollywood actor was in the beach town recently to promote his BDXY fashion and resort wear brand.

The development introduces the concept of “Hide & Chic”, combining private residential living with the design sensibility and lifestyle programming associated with The Standard hotel brand.

Its architectural and interior direction draws on Hua Hin’s seaside heritage, incorporating Modernist and Mid-Century Modern influences alongside Thai architectural details. 

The residences' common area.

Approximately four rai of the development is dedicated to lifestyle facilities, including beachfront swimming pools, a bowling alley, pickleball courts, a gym, salt sauna, experience showers and the brand’s signature Mud Lounge. The property also accommodates pets and offers communal spaces for dining and socialising.

Beyond conventional residential facilities, services include concierge assistance, buggy transport and food pickup. Residents can also arrange additional services such as housekeeping, private chefs, personal trainers and spa treatments.

A pickleball court awaits enthusiasts.

The Hua Hin launch builds on Sansiri’s nearly four decades of property development in the resort town in Prachuap Khiri Khan, while reflecting the growing crossover between hospitality and residential real estate.

Branded residences offer developers an opportunity to differentiate properties through established hotel identities, design concepts and service standards.

While the Hua Hin location is the first project launched in Thailand, The Standard Residences has already expanded its footprint to Phuket. International locations of The Standard Residences include the picturesque Palácio Santa Clara location in Lisbon and the vivid Midtown Miami location.

The opening marks a new era in Hua Hin’s luxury property market, as branded residences increasingly integrate hotel-style living into everyday life.