Why a Hotel Launch or Rebrand Needs to Dress the Part

hen a hotel launches or rebrands, it unveils more than refreshed interiors or a new visual identity.

It signals evolution, a renewed commitment to guest experience, excellence, and brand storytelling. Within this transformation, uniforms carry significant influence as the daily embodiment of the brand, worn with pride by every team member.

They are among the most enduring expressions of a hotel’s identity - worn daily, seen first, and remembered long after departure. In the context of a relaunch, they offer a unique opportunity to translate therefreshed brand into the language of silhouette, texture, and tone.

As the first tangible interaction between guest andteam, uniforms serve as both a visual cue and a tactile introduction to service philosophy.

At Studio 104, we believe that a successful transformation extends to every design detail, ensuring that what guests see and feel aligns seamlessly with the evolved experience.

The Uniform as a Brand Storytelling Device

Uniforms offer more than function. They speak volumes about the atmosphere of the space, the heritage behind the name above the door and the kind of service a guest can expect.

In a relaunch scenario, they are a vital part of communicating change, be it asubtle repositioning or a bold rebrand.

Whether drawing on architectural heritage or introducing a new aesthetic language, we design garments that embody eachclient’s narrative. For Great Scotland Yard Hotel, for example, we reimagined the tradition of British tailoring through a playful, modern lens, reflecting both the site’s historic grandeur and its boutique sensibility.

At the Savoy’s American Bar, the diamond jacquard trim on the cocktail dress echoed the surrounding mirrors, a quiet nod to the room’s art-deco glamour and jazz-age poise.

When Is It Time?

A uniform redesign is often a natural next step when the visual and experiential language of a hotel begins to shift.

This might be prompted by a brand update or repositioning, a refurbishment that alters the tone and function of guest spaces, or a change in ownership that introduces a new vision or brand alignment.

It may also coincide with the launch of signature spaces, from rooftop bars and destination restaurants to spa sanctuaries, where a distinct identity calls for a tailored design response. Equally, as guest demographics evolve in tone, region, or expectation, uniforms must adapt to reflect those changing nuances in luxury.

Each of these milestones marks a new chapter in the hotel’s story, and what the team wears should evolve inharmony with that narrative.

Events that often trigger the desire to redesign hotel staff uniforms include:

●     A brand update or repositioning
●     A refurbishment which alters the look, feel, orfunction of guest areas
●     Ownership changes to bring a new vision or brand group alignment
●     Signature spaces are launched or reimagined
●     The guest demographic evolves in luxury expectation, tone, or region

Each of these milestones signifies a shift in story,and uniforms should evolve in tandem.

‍

From Concept to Completion

At Studio 104, we begin with immersion.

We spend time inside the hotel’s world, absorbing its culture, values, and aspirations. Our designers explore brand guidelines, architectural plans, and the service style to understand not only how garments should look, but how they must perform.

From there, our creative process unfolds:

● Concept Creation: We distil brand essence into mood boards, colour stories, and initial sketches.

● Material Curation: We select fabrics that express identity while meeting the rigoursof hospitality.

● Design Refinement: We tailor each piece to the realities of wear, motion, andtask, combining elegance with ergonomics.

● Collaboration: We partner with client stakeholders across departments, from marketing anddesign to procurement and operations.

● Fulfilment & Rollout: With state-of-the-art warehousing, next-day delivery, and Studio 104’s proprietary Uniform Portal (uPortal™),we ensure the right garments arrive on time.

Designing with Interiors in Mind

A considered uniform collection sits in harmony with its setting.

We study material finishes, architectural forms, tonal palettesand climate, to create a wardrobe that feels rooted in place.

Studio 104’s design philosophy is best seen in the rich variety of client stories that illustrate how uniforms can honour place,heritage, and reinvention:

The Fife Arms‍

Accessories and bar staff shirts took inspiration from the opulent wallpapers within the interiors, while housekeeping uniforms introduced a deliberate clash, a printed paisley shirt set against bold backdrops. The standout piece, an Argyle jacket with matching breeks, was meticulously crafted to reflect Scottish tradition, offering guests an experience grounded in cultural authenticity.

Broadwick Soho‍

Located on the corner of Broadwick and Berwick Streets in London, this eclectic townhouse hotel celebrates Soho’s spirit through interiors blending Jazz Age opulence, Italian elegance, and Disco glamour. Our collection features bespok ejacquard waistcoats and velvet-collared jackets, using exclusive custom-wovenfabrics to produce garments that echo the layered, maximalist aesthetic foundthroughout its interiors.

NoMad London‍

Opening within the historic Bow Street Magistrates’ Court near Covent Garden, NoMad London blends the grandeur of British heritage with a signature New Yorksensibility. The uniform brief called for elevated design that respected thesite’s architectural story while introducing modern tailoring. The result is awardrobe full of garments that belong to both eras, featuring rich textures, bespoke trims, and refined silhouettes.

Chateau Denmark‍

Set on London’s Denmark Street, historically famed for its ties to British music culture, this collection reflects a rebellious and expressive spirit. We created a capsule collection with bespoke jacquard, snake skin-print linings, detachable bolero tails, and unisex skirts, allowing team members to curate personal looks while maintaining a strong brand identity. Function met fashion through outdoor capes and transformative garments, reflecting the bold, genre-defying interiors.

These visual synergies are not coincidences, they are the result of deep dialogue between space and garment. Every detail is intentional, designed to ensure that staff appear as intrinsic to the environment as the architecture itself.

‍

A Cohesive, Confident Relaunch

A uniform redesign is never just aesthetic, it’s aconsidered reaffirmation of brand identity, purpose, and presence. It signals that every detail has been considered. That staff are equipped to serve, notonly functionally but beautifully. That the guest experience is choreographedfrom arrival to farewell.

For luxury hospitality brands, where service is theatreand setting is stage, uniforms are costume, character, and consistency in one. Ifyour hotel is preparing to relaunch, we invite you to reimagine how your teamdresses for the role.

Contact our London studio to discuss your next bespoke collection.

The Studio 104 team are world-leading specialists in creating bespoke uniform for luxury aviation, luxury hotels, hotel groups, luxury retail, high-end restaurants, luxury experiences, and corporate clients.

We provide a dedicated, high-end service supplying exclusively designed, custom and contemporary uniforms.

To discover further Studio 104 bespoke projects visit our portfolio page, and for our detailed process, from uniform concept to manufacture and delivery, head to our process page.

Follow us - www.instagram.com/studio104london

‍