06/11/2010 09:19 pm ET | Updated May 25, 2011

Topguest Launches During Internet Week At The Standard (PHOTOS)

The Standard Hotel is known more for Fashion Week than for Internet Week, but that didn't stop new social media travel rewards program Topguest from hosting its launch event there Thursday night.

The site, which gives travelers loyalty points and rewards for checking-in to venues across all geolocation social media applications (i.e. Foursquare, Twitter, Gowalla, etc.), welcomed both Internet Week staples (like Foursquare founder Dennis Crowley) and a downtown New York crowd that likely hadn't made it to many Internet Week events before this one (like The Jane Hotel's Matt Kliegman and Carlos Quirarte) to The Standard's Black Room on the 18th floor.

The location was no accident, as the two brands are also partnering: Topguest users who check-in at all four Standard properties (New York, Hollywood, Downtown LA and Miami) will receive a free week at any of the four hotels.

"I met Andre [Balazs] and the team at the Standard, and it was like 'Wow, these guys are they exact same type of brand that Topguest is: it's about having fun, being casual, being chill, and just enjoying life," Topguest founder Geoff Lewis told Paper Magazine. "We aimed to create a reason to check in, and built a really fun, simple, lightweight service to do that."

Topguest will soon go members only, but you can sign up for the service now at

PHOTOS: [Chance Yeh/PatrickMcMullan]

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