soho house miami beach staff t-shirt
2024
a site-specific uniform design that distills miami’s essence without cliché. geographic coordinates transform a simple t-shirt into a marker of place, pride, and precise location within a global network.
context
soho house set a global brief: each house worldwide would design a staff t-shirt as a marker of place and pride. the miami beach house needed something that spoke to its environment without falling into clichés of palm trees, neon, or art deco pastels.
approach
the design stripped back excess and leaned into precision. a minimal white shirt carried the soho house grid logo, anchored by the exact geographic coordinates of the miami beach house. this single detail transformed the shirt from generic uniform into site-specific artifact.
design logic
instead of layering graphics or references, the design dismantled the idea of “miami” as aesthetic shorthand. color, tropics, and nostalgia were removed, leaving only pure form. the coordinates function as both map and timestamp, pinning the wearer to a specific place that carries stories, moments, and labor.
deconstruction
stripping away miami clichés to find essential form
replication
creating cohesion through uniform repetition across staff
recontextualization
placing geographic data under the global logo
themes & outcome
the shirt tells two stories simultaneously: miami as lived experience, and soho house as a global network. the result was a uniform that didn’t announce miami through spectacle but through accuracy. guests saw more than a t-shirt, they saw a quiet articulation of belonging and place.
inquiry
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about
jason guillard’s practice examines the lifecycle of material forms. through deconstruction, replication, and recontextualization, spanning garments, footwear, accessories, publications, and public spaces. his work explores themes of utility, memory, and the embedded narratives of objects.