Creating iconic uniforms for London’s most exciting new hotel – NoMad London

Located in the former Bow Street Magistrates court near London’s Covent Garden, New York’s legendary NoMad Hotel brand has brought its prized approach to make this fabulous building one of the city’s hottest places to visit and stay.

NoMad commissioned Studio 104 to create its entire uniform collection and match the company’s grounded concept that the hotel is a great home layered with stories and animated by the collective spirit of its inhabitants. Simply put, a place to enjoy an artfully-lived life.

The design team began by looking at the historic building and its decor combining the magistrates court heritage with a New York sensibility, synonymous with NoMad. The uniform designs needed to reflect the elevated surroundings through fabrications, texture and bespoke trims, while retaining a sense of modernity through cut and styling.

Studio 104 also drew inspiration from the many colourful characters who have been before the court during its illustrious history. Notorious and celebrated individuals that include the likes of Ronnie and Reggie Kray, the suffragette Emmeline Pankhurst and Oscar Wilde, who’s stories gave the collection a depth of narrative that the team at NoMad really enjoyed.

The final uniform collection concept has been all about the layering of rich fabrics, bringing print and a bespoke jacquard together with velvets to create a luxurious range. The elegant colour palette for the uniform was inspired by the impressive curation of artworks and the revitalised interiors designed by New York-based Roman and Williams. Colours included terracotta, sage, navy and camel with a pop of green.

Modern street-style, straight from the sidewalks of Manhattan, came to the project through the doorman looks. They're winter camel overcoats, three-quarter summer coats and T-shirts smartly reference NoMad’s secondary logo through a thoughtfully designed stitch detail, and are teamed up with a double-rolled terracotta beanie.

Finally, the bespoke hardware used throughout the uniform collection is Studio 104’s subtle reference to the Metropolitan Police Force, honouring its shared history with the building and reminiscent of its uniform insignia.

Overall the aim for NoMad London's new uniform collection has been to reflect the opulence and intrigue of its architecture and interiors through texture, cut, trims, quality and design detail.

To discover more of Studio 104's bespoke projects and its detailed process, from uniform concept to manufacture and delivery, head to studio-104.com