As part of an ongoing expansion plan, irreverent British lifestyle brand, Ted Baker London, will launch its full feathered Manhattan Fifth Avenue store tomorrow, in the heart of New York City’s premium shopping area.
Home to the brand’s largest store in the United States, its design follows the unique style of retail theatre for which the brand is known – a three-story showcase reminiscent of a traditional London townhouse set in the 1920s. The space also embraces its iconic location with subtle design elements, such as exposed brick, that mimic a Manhattan apartment. Each floor will represent a different area of ‘Ted’s Grand House’, a theme that will be communicated through visual elements and stunning interior details befitting the grandiose narrative of the store.
Visitors will enter a ‘grand hall' anchored by an elaborate Art Deco staircase with hidden messages on the steps, and a dramatic glass chandelier spanning three stories, specially commissioned for the store. The lower level will reference a scullery with butler bells on the walls, stacked pans serving as tall boys and a chandelier fashioned from silver service trays. The upper level will be reminiscent of a lady’s boudoir with fans on the walls and a cash desk evoking a vanity table.
“Building upon the ongoing success of our US business and the development of our brand internationally, the new Fifth Avenue store illustrates our desire to be seen in all the right places and puts us in the heart of one of the world's premiere shopping districts. The location will give those new to the brand a healthy dose of the retail theatre and rich detailing that we have become known for and our regulars the sense of place that they have become accustomed to with Ted,” notes CEO and Founder, Ray Kelvin.
Spanning over 7,000 square feet of retail space, the new location will feature the complete lifestyle collection of Ted Baker London, including menswear, womenswear, footwear, accessories and gift items. An entire floor dedicated to menswear will feature a comprehensive array of Ted’s signature tailored clothing as well as AW12 jackets and chunky knitwear crafted from heritage fabrics that recall the great English outdoors. The boudoir themed womenswear floor represents the perfect backdrop for the AW12 ‘town meets country’ collection. Exuding rustic beauty and rural charm, vintage botanical prints meet modern silhouettes across an array of ladylike styles for both day and night.
Ted’s Grand House will also feature a permanent, though ever changing, digital installation within its windows that will incorporate a huge clock above the entrance, complete with pendulums and moving cogs. The clock face will be made from a large LED screen and will transform into a unique design for each day of the year.
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