Portfolio Update: Bespoke Uniform for Fortnum & Mason

s part of Fortnum and Mason’s first international opening outside the UK in their entire 300 year history, this legend of luxury retail came to Studio 104 to revitalise its uniform collection to suit multiple settings, both modern and traditional as well as warmer and temperate climates.

The exciting new K11 MUSEA in the Victoria Dockside, Hong Kong is home to this first momentous outpost, a luxury environment described as an urban park for culture, gastronomy and retail.

Our concept entitled ‘Outside In’ focussed on how the uniform can seamlessly transport Fortnum and Mason’s rich heritage from its celebrated home in London to its new contemporary location, 181 Hong Kong.

Our designers were given the privilege to visit the private company archives to assist with our development. Three centuries of regal retail culture, visible through its packaging, advertising and visual displays, it was important to stay true to the brands storytelling legacy with uniform designs that are quintessentially British, creative and easily recognisable.

Traditional Savile Row tailoring styles and techniques were incorporated to establish a strong link with British heritage. The uniform included Michelin-style bib shirts, classic doorman coats, trousers rather than chinos, white hospitality jackets and long starched aprons, made using techniques like horse hair canvas in collars and lapels, as well as hand sewn button holes and linings.

Building on the ‘Outside, In’ concept, Studio 104 wanted to marry the inspiration of parks, both contemporary and historic, to bring the outside in. Fortnum & Mason’s Piccadilly flagship located next to London’s most royal of parks, St James’s Park, and K11 MUSEA’s, Nature Discovery Park, informed our luscious colour palette to sit alongside the company’s famous Eau de Nil Green.

Fortnum & Mason recently created a new branding element to assist with its brand communication known as the ‘Clock Marque’. A beautiful piece of visual storytelling this marque is on display across the doorman overcoat’s brass buttons and bespoke linings as well as embroidered onto the white manager jackets.

Our iconic collection celebrates the unforgettable experiences inside this legendary department store frequented by generations of royals, creating an unparalleled dialogue between customer and staff that makes the everyday truly unique.

‍

‍Written by Stephen - Brand & Marketing Manager

Follow us - www.instagram.com/studio104london/