Jumeirah Carlton Tower

London

A true heritage inspired renovation in the heart of Chelsea.

Number of staff	400+
Number of styles	20+
Project completion	2020
Location	London, United Kingdom

In the vibrant heart of Chelsea, just a stone’s throw away from Sloane Square, the Jumeirah Carlton Tower has undergone a remarkable transformation, not just through its recent multi-million-pound renovation but also through a strategic partnership with the creative team at NO Uniform. This collaboration was pivotal in redefining the hotel’s identity, marrying the timeless elegance of its location with contemporary design, as part of a broader vision to offer an unparalleled luxury experience.

Reopened during the COVID-19 pandemic, the Jumeirah Carlton Tower initially began with a team of 150 staff members. Today, it boasts a workforce of over 400, all dedicated to maintaining the highest standards of service. This growth reflects the hotel’s commitment to excellence and its ability to adapt to the evolving needs of its guests.

STANDOUT LOOKS

The design brief from Jumeirah Carlton Tower was clear: the new uniforms needed to reflect the rich heritage of Cadogan Square, encapsulating the spirit of this prestigious area while seamlessly integrating with the hotel’s renewed interiors. The front of the building, adorned with a 1950s post-modernist sculpture, served as a starting point, inspiring the design of various elements such as hardware and accessories, including belts and cufflinks, that echo the hotel’s historical roots.

Nicholas Oakwell, Founder and Creative Director of NO Uniform, approached the project with a deep understanding of the hotel’s legacy and the need for a wardrobe that could stand the test of time. The design ethos centered on understated luxury, a concept that resonates throughout the hotel’s aesthetic.

Their understanding of what luxury means and how that should be translated into a whole new concept of colleague wardrobe was amazing.

Aaron Kaupp

Vice President, Jumeirah Group / Jumeirah Carlton Tower London

The uniform collection features a refined color palette of deep blues, burgundies, and soft pinks, mirroring the hotel’s classic yet modern interiors. The use of luxurious materials, including strong accents of velvet, exudes a sense of calm and sophistication, creating a cohesive visual identity that aligns perfectly with the overall ambiance of the hotel.

One of the standout features of the uniform collection is the front-of-house garments. The floral pink and navy-blue dresses have become iconic, capturing the attention of guests as they enter the lobby. These dresses are more than just uniforms; they are an extension of the hotel’s brand, offering a first impression that is both welcoming and elegant.

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