Ted Baker reinvents city store for the digital age

TED Baker opened the doors of their new Buchanan Street store on Friday, welcoming hordes of Glaswegian shoppers into a shop that has been thoroughly designed with Glasgow in mind.

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  • The new Buchanan Street store is as much a feast for the eyes as it is a haven for style-savvy fashion fans
    The new Buchanan Street store is as much a feast for the eyes as it is a haven for style-savvy fashion fans
  • The new Buchanan Street store is as much a feast for the eyes as it is a haven for style-savvy fashion fans
  • The new Buchanan Street store is as much a feast for the eyes as it is a haven for style-savvy fashion fans
  • The new Buchanan Street store is as much a feast for the eyes as it is a haven for style-savvy fashion fans

The design of the 2665 square foot store is inspired by Great Scots and focuses on Glasgow and many of its famous inventors and artists.

In an age when people like Arcadia boss Sir Phillip Green are paparazzi fodder, Ray Kelvin, the founder of Ted Baker, is, in contrast, incredibly publicity-shy.

Ray created the alias of 'Ted Baker' to hide behind.

He never allows his full face to be photographed and as an added quirk, he requests to be quoted as Ted Baker whenever he is interviewed.

Having a store on Glasgow's most popular shopping street is important to the brand.

A spokesman said: "Buchanan Street is always busy, so we're really excited to be trading there now."

The Ted Baker brand is known for its quirky aesthetic, with retro-inspired clothes featuring bright colour and prints and this is reflected in the store design.

"A lot of time and thought goes into a new Ted Baker store," said the spokesman.

"Many inventions have come out of Glasgow throughout history, and this store has a huge focus on digital innovation, so it's all about tying the old with the new.

"We looked at Charles Rennie Mackintosh, David Brewster, Lord Kelvin and many others.

"The interior references nod to some of these great inventors."

The store represents a homecoming of sorts for the brand, they opened their first ever store in Princes Square in 1988, which will continue to trade alongside the new Buchanan Street shop.

To tie in with the inventions theme, props such as test tubes and bell jars decorate the space, which also features retro flocked wallpaper, vintage wooden tables and bare, white-washed brick walls.

The shop unit, which was previously home to Timberland, is virtually unrecognisable.

Quirky design features include metal structures suspended from the ceiling featuring a Rennie Mackintosh inspired rose design.

The cash desk features a neon yellow map of Glasgow city centre. A glass case on the wall contains a men's satchel from 1988.

This was the inspiration for new womenswear and menswear versions of the bag, which are exclusively available to purchase in the new Glasgow store.

While the store trades heavily on its Glasgow roots, it also features impressive digital elements.

Placed among the vintage fixtures and fittings are nine TV screens which display the Spring/Summer 2014 brand film and images of inventors.

The fitting rooms are also hi-tech and an interactive screen allows customers to try on a look, take photographs of themselves in the outfit and send an animated GIF to various social networks.

"Digital is definitely the area of the business set to drive things forward," said the spokesman.

"Each store is unique and themed but Ted's Glasgow store is the digital store to set the tone and social will come through in new stores going forward globally.

"Ted doesn't roll out a one size fits all approach, the digital campaigns are bespoke, clever and intricate, so keep an eye on what's coming soon."

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