Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
To create a collection at the height of a luxury hotel where the impressive contemporary space is enhanced by natural and classic elements. That is exactly what its uniformity is meant to convey: a classic and sophisticated yet modern look, with unique details that highlight the hotel's great location and architecture.
The hotel is located in the historic heart of Madrid, full of emblematic buildings that have witnessed the city's past.
The architecture of the hotel itself reflects that past and we wanted to do the same with the uniforms. That is why we have composed it with classic looks inspired by the fashion of the forties; with double-breasted blazers, suspenders, midi dresses with flared line and scarves as a complement.
We transmit that elegance and sobriety also through the color palette, with a neutral base of grays, mixed with greens and some warmer tones, adding textures in fabrics such as the classic and timeless pinstripe, an icon in tailoring since the nineteenth century and fits perfectly with the values of the hotel.
A key element in the collection is the scarf designed especially for the project. Inspired by the Galerías Canalejas, located in front of the building, and representing a symbol of luxury in the heart of Madrid, as is now the new JW Marriot. The scarf fuses details of the iconic art deco stained glass window that decorates the ceiling of the Galleries merged with the decoration of the hotel balconies.
