April 24th, 2012
Four months after opening its doors at Waterfront Plaza, The Standard has announced plans to change its name.
As was first mentioned by Pulse blogger Derin Derego last week, the venue will be known as M in May, although a new weekly party at the club is already promoting the new name.
According to the The Standard/M creative director Cydney Chu, the change was necessary to "avoid legal strife" due to a "branding conflict" with an established hotel group by the same name. While she did not go into detail, Chu said the rebranding will be one step in a series of adjustments that will ultimately bring changes to the decor and menu as well.
"The concept of the M brand is to create a multipurpose, ambiguous, and versatile venue that easily adapts to any function, client or promotion," said Chu. "M will be Honolulu's premier nightlife destination, appealing to a variety of patrons including the downtown hipster, artist, socialite and business professional for a number of different … events as well as late night cocktails and dancing."
The M will make its official debut on Thursday, May 17, with what Chu called a "brand launch event." Promoters Flash Hansen, Architechs Hawaii and Tantriq Entertainment are already trying to build a buzz for the new name, however, launching "The Manor" on Friday with resident DJs Jami, Logoe, XL and Delve.
Formerly known as the Ocean Club and Oceans808, the nightspot was originally supposed to be called Tower 10 before opening its doors in December as The Standard. The club's new ownership and management, along with extensive renovations, have rejuvenated the space, bringing back late night crowds that were once a regular occurrence.
Jason Genegabus is Entertainment Editor/Online at the Honolulu Star-Advertiser and has covered the local nightlife, music, bar and entertainment scenes since 2001. Contact him via email at email@example.com.