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Ascot Racecourse

In February 2014 Ascot Racecourse briefed Jermyn Street Design to produce a range of bespoke corporate clothing exclusively for the bar staff and waiters of ‘On 5’ – its new multi-million pound restaurant in the Queen Anne Enclosure, with panoramic views over the racecourse and Straight Mile. Ascot’s ambition to make ‘On 5’ a global benchmark restaurant gave the design brief a distinctive orientation. JSD had to create a clothing style that was formal and stylish with a quirky, classic contemporary look, to complement the racegoers’ elegant, ‘premium’ Fine Dining experience.

The staff uniforms conceived by Jermyn Street Design reflect the excellent reputation of Ascot Hospitality, enabling Sodexo Prestige to promote the brand values of our client Ascot Racecourse Limited – the most famous racecourse in the world.

Ascot Racecourse

A decade earlier, as part of the major redesign of Ascot Racecourse, JSD had been commissioned to create a diverse collection of new uniforms that successfully transformed the image of the waiting staff in widely differing food outlets. So our credentials were good.

This latest uniform contract for the stunning ‘On 5’ Fine Dining experience – which is currently headlined by one of Britain’s most admired chefs, Michelin starred Phil Howard – gave our JSD designer, Lisa Cunningham an exciting challenge.

She explains that the restaurant’s cutting-edge interior concepts referenced materials associated with five crafts linked to the world of racing. There is leather, for the saddler; aluminium, the farrier; animal hide, the groom; mirror and glass, the trainer; and pattern and texture, for the jockey.

“It was this that inspired the design process,” she recalls. “We created a uniform that captures the heritage Ascot image, interpreted with a stylish modern edge.

“There are canvas aprons in rich brown with leather buckle detail and embroidered logos. The crisp white shirts have pale grey contrast cuffs and collars, and suede elbow patches. And the teal coloured ties feature a textured geometric that echoes the pattern used on the restaurant’s metal floor.”

“Creating an image that is on brand is clearly different for every project,” confirms Vanessa Robertson, the JSD account manager who worked closely with Ascot Racecourse and Sodexo Prestige to manage the rollout and distribution of the collection.  “With ‘On 5’ we once again succeeded in bringing the brand to life through the people and the bespoke design clothing they wear.”

JSD is also in the Winners’ Enclosure for the Staffing Manager at Sodexo Prestige, who gave this feedback: “The uniforms look absolutely brilliant.  We are really happy and can’t thank JSD enough for their part in ensuring the launch was an amazing success.”

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