The Doorman: The Heart of Hospitality

he doorman serves as the first point of contact when arriving at a luxury hotel, resort, or restaurant, symbolising the essence of the establishment and setting the tone from the very first moment. The initial greeting can leave a lasting impression, shaping the guest’s entire experience. The doorman’s presence, words, and appearance communicate the standard of service guests can expect.

As a brand ambassador, the doorman’s uniform is a key visual element that reinforces the brand’s identity and values. At Studio 104 we thoughtfully design bespoke uniforms to reflect the brand’s essence, whether it be timeless elegance, contemporary sophistication, or classic heritage. We conduct thorough research to ensure our vision aligns with the brand’s identity, creating a truly bespoke uniform that conveys not only a sense of place and occasion, but also professionalism and meticulous attention to detail. Every element, from the cut and fabric to the colours and accessories, should align with the brand’s aesthetic. Achieved well, the doorman uniform instils confidence and pride in the wearer whilst creating a memorable visual impact for guests.

Whilst the beautiful design of a doorman’s uniform is essential, it is equally as important to consider the demands of the role - long hours on their feet, often outdoors and in all weather conditions. As such, practical elements are just as crucial as visual appeal.

At Studio 104 we typically provide the doorman with a compact, yet functional wardrobe tailored for year-round comfort and performance. Practicality is key, garments must not only look refined but also allow ease of movement, durability under daily wear, and protection depending on the location and weather conditions.

Fabric choice is especially important. A heavy-duty wool is essential for warmth during the UK's cold winters, whilst a mid-weight, water-resistant fabric offers comfort and resilience during a showery spring. Features such as reinforced seams, weather-resistant finishes, and secure, easy-access pockets are also integrated to support the doorman’s day-to-day duties whilst maintaining a professional appearance which aligns perfectly with the brand.

Accessories are an essential part of the doorman’s uniform, with elements like hats and gloves adding a refined touch of sophistication and formality. They not only complete the look but also help clearly distinguish the doorman, reinforcing their role and presence.

We have produced many iconic doorman uniforms for several of the most luxurious brands in the UK and worldwide.

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.

‍Written by Jodie,  Junior Designer.

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