Ted Baker stores designed in-house

Ted Baker is planning to open a 395m2 showcase store in New York as well as its first shop in Paris within the next two months.

The New York project is a flagship development and involves increasing the size of its 83m2 existing outlet in the SoHo area of the city.

The company is also designing its first Paris store, a 149m2 boutique store over two floors of a listed building in Le Marais.

Both jobs are being handled by Ted Baker’s ‘special projects department’, an in-house design team that comprises creative director Matt Ashby and designers Mark Valerio and Philip Birch. An in-house graphics department is designing all the stores’ signage and branding.

According to Valerio, the company is keeping design in-house in the belief it can deliver a fresher approach than consultancies are able to offer.

He adds, ‘Every store we create is particular to each area, with features that will be memorable for the customer. We try very hard not to produce a store rollout. We try to create design-led ventures that show off the brand well – things no one else can get away with.’

A changing room ‘house’ made entirely of mirrored glass, ‘complete with chimney and roof’, is the stand-out feature of the New York store, says Valerio.

Valerio would not divulge budgets for the projects. ‘Budgets are set up for each individual situation and we know what we want [in terms of design]’, he says.

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