PROJECT MISE EN PLACE
When The StandardX hotel opened in Fitzroy in mid-2024, it added a fresh, creative take on Melbourne’s hospitality scene.
The StandardX is a sister brand to the long-established and iconic The Standard Hotel group with locations from London to New York.
The concept for this new venture is a departure from the traditional hotel model, focussing on unique, immersive experiences for travellers looking for more than just accommodation. Melbourne is the first location for the brand.
The hotel's interior is contemporary, spacious and luxurious yet inviting. It pays homage to Fitzroy’s eclectic and rebellious spirit, inspired by the suburb’s rich cultural history from the 70s and 80s.
The uniforms were designed to fit seamlessly into that aesthetic and play a key part in the guest experience.
From the moment the bell person takes your bags to the housekeepers you discreetly spot in the hallway, the uniforms should reinforce the brand’s design-led ethos. A gentle reminder that this is no ordinary hotel.
This was a really special project for Worktones. The Standard is a worldwide name and we were creating uniforms for the first hotel of this new concept, setting the bar for others to follow.
- Sarah Mulholland, Worktones Account & Brand Manager
PROCESS NOTES
The StandardX originally came to Worktones for custom robes for the rooms, referencing the ones we did for Paramount House Hotel in Sydney. The robe is the ultimate symbol of a holiday and The StandardX needed one that would endear guests.
While working on the robe, Worktones saw the opportunity to create uniforms for the other outlets in the hotel. We pitched a full custom collection and The StandardX liked the direction.
Working within a short timeframe, The StandardX benefited from using existing Worktones blocks such as the Unstructured Blazer and Nice Pant. The colours and fabrics varied to match the different functions and environments the staff would work in.
A key point of difference for The StandardX was that they wanted to avoid a sense of hierarchy. Each uniform, from valet to housekeeping, is special in their own right. This created a sense of inclusiveness and showed The StandardX’s commitment to holistic design.
It’s not just the receptionist at check-in or the sommelier at the restaurant that gets to wear something beautiful. There was a real sense of consideration that at every touch point, the people of The StandardX were styled to look the part. That storyline was impressed upon us from the start and despite how frantic an opening can be, there were no compromises in ensuring that each team was included.
- Sarah Mulholland, Worktones Account & Brand Manager
While each outlet had a unique uniform, they needed to work as a full suite. Subtle design themes such as the use of a rust colour - that would appear in various ways from a contrast stitch to a patch pocket - helped to marry the uniforms together.
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Worktones delivered a robe and four uniforms for each hotel outlet: valet, front of house, food & beverage and housekeeping.
