Elevating Staff Presentation with Premium Uniforms for JW Marriott Auckland

A Seamless Uniform Solution for a Premium Hotel Brand 

As part of a significant renovation and relaunch in New Zealand, JW Marriott Auckland unveiled a refreshed visual identity across its property. To complement the newly transformed space, the hotel needed uniforms that mirrored its elevated standards and timeless luxury. Henry & Gray partnered with JW Marriott to design and deliver premium staff apparel that would align seamlessly with the brand’s vision while being functional for day-to-day operations. 

Client and Project Background 

Client Overview: 

JW Marriott Auckland is a luxury hotel offering refined experiences and exceptional service. Known for its commitment to excellence, the brand required a wardrobe that upheld its global reputation while celebrating its New Zealand relaunch. 

Client Needs: 

The hotel’s transformation called for a cohesive uniform range that would visually reinforce the brand’s identity and support operational needs across departments. The uniforms had to be elegant, polished, and comfortable for extended wear. 

Goals and Objectives: 

·         Deliver a comprehensive suite of uniforms that: 

·         Embody JW Marriott’s premium branding 

·         Reflect professionalism and sophistication 

·         Support practical needs for diverse hotel roles 

Project Execution

Types of Apparel Developed: 

Uniforms were created for a variety of hotel departments, including front desk, concierge, housekeeping, and hospitality teams. The wardrobe featured tailored suiting, crisp shirts, and hospitality wear inspired by the hotel’s refined aesthetic. 

As a unique final touch, the range included custom digital print scarves and pocket squares designed in the JW Marriott brand colours. These accessories not only added visual interest but also reinforced brand identity in a subtle, elegant way. 

Customisation of Designs and Products: 

Brand colours and minimal branding elements were integrated with understated sophistication. The addition of custom accessories like the digitally printed scarves and pocket squares elevated the look further, offering a consistent yet personalised feel for each role. Every garment was selected or tailored to ensure both comfort and cohesion. 

Key Considerations: 

·         Breathable, durable fabrics 

·         Consistent colour matching 

·         Fit and comfort for long shifts 

Target Audience: 

Hotel staff in guest-facing and operational roles—ensuring every team member felt confident, professional, and aligned with the JW Marriott ethos. 

Challenges and Solutions 

Challenge: Balancing Full Customisation with Launch Timelines 

With a tight relaunch window, the hotel needed premium uniforms delivered efficiently. 

Solution: 

We took a hybrid approach—curating high-quality stock garments and enhancing them with custom features. This allowed us to meet deadlines while maintaining the brand’s elevated aesthetic. 

Results and Impact 

Impact on Brand Presentation: 

The uniforms played a crucial role in reinforcing the guest experience. Staff appearance aligned perfectly with the refreshed luxury space, adding to the overall sense of excellence and care. 

Client Feedback: 

The JW Marriott Auckland team was thrilled with the results—praising the fit, quality, and timely execution during this pivotal brand milestone. 

Lessons Learned and Future Implications 

Key Insights: 

A deep understanding of brand values is critical in premium hospitality projects 

Balancing creativity and operational efficiency leads to standout outcomes 

Future Opportunities: 

This project highlighted our ability to elevate hotel rebrands through thoughtful, functional apparel—knowledge we’ll apply to future hospitality partnerships.