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Center Parcs

When Center Parcs’ planned the launch of its fifth village at Woburn Forest in 2014, the iconic UK leisure brand was looking for differentiated clothing that captured the 21st century leisure experience against a woodland backdrop – for this and all four existing villages. JSD won the contract with a full design proposal that captured the ethos of the new flagship site and delivered imaginative uniform concepts reflecting the essence of the Center Parcs brand.

JSD has met the challenge of clothing everyone on the new Center Parcs Woburn Forest site brilliantly. It is vital for the uniforms to stand out, and for guests to be able to identify staff – in many different environments – at a glance.

Center Parcs

This was one of the most intriguing briefs to arrive at Jermyn Street Designs. ‘Create a co-ordinated company uniform across an entire staff team, incorporating 53 garment designs for 7,500 employees … who all work within a forest setting!’ We were also given the Center Parcs brand guidelines, plus the colour palette for the Woburn Forest interiors.

Colour was integral to our success. “Center Parcs wanted an original palette – colours they had never had before,” explains JSD designer, Christina Burke. “All the obvious combinations had been used and so we explored warmer tones inspired by the forest settings. The client’s ultimate choice was a palette of all the berry colours, together with fragrant lavender offset by woodland greens.”

Personal touches were important to staff – they wanted to wear a uniform that made them feel good about what they did. So we added small style details – curved lines to echo the brand logo’s bird in flight; berry linings and button details; contrast collar, hem or cuff.  Fabrics with stretch were important, too, and layers for warmth as most staff work indoors as well as out.

Center Parcs offers guests a variety of restaurant experiences and so required three distinct food and beverage looks. The same principle applied to the leisure uniform designs, since many different activities are offered on site. The Spa staff needed hardwearing and practical outfits, to allow them to move easily when delivering salon treatments.

For the launch, all employees received a smart JSD branded suit carrier containing their garments. Some staff cover more than one role and so needed a combination of uniform allocations. We developed a bespoke online ordering system, with garment photographs, allocation controls and simple ‘two click’ ordering. This gives staff an automated ordering process, with delivery as items are required. Each site manages its own uniform budget by department and we provide bespoke reports for them too.

“The new uniform proved a real boost for staff morale,” confirms the Center Parcs Procurement Manager. “JSD skilfully captured our company brand in subtle ways across the entire clothing range – the uniform really stands out within the forest setting.”

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