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Brief Published: 15 Aug 2012

Ted Baker’s Very English Flagship, NYC


British fashion brand Ted Baker has opted for a quintessentially English look for its new Manhattan flagship store, bringing a streak of Anglo eccentricity to Fifth Avenue. Unveiled last week (August 8), it is styled as a private residence called Ted’s Grand House. It follows the models of ‘The Home’ of luxury British menswear label Alfred Dunhill and the ‘Maisons’ of French fashion house Louis Vuitton.

In keeping with the brand’s reputation for humorous visual merchandising, a host of quirky design features make up the three-storey flagship, inspired by an archetypal English country house. The ground floor references a servant’s scullery, complete with brass butler bells mounted on the walls, old-fashioned weighing scales and wallpaper that reads: “You rang my lord?” A boudoir theme on the upper level sees Art Deco lamps, glass perfume atomisers and vintage make-up compacts on display. Innovative shelving for accessories and shoes has been fashioned from china plates resting on wall sconces. Exposed brickwork, mismatching wooden furniture, lighting fixtures made out of upturned silver tea sets and colourful jelly moulds continue the antique, domestic aesthetic.

Chief executive and founder Ray Kelvin said: “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.”

Ted Baker is the latest in a trail of UK retailers setting their sights on the American market. Following fast-fashion favourite Topshop’s migration in 2009, youth-oriented fashion brand River Island is reportedly sizing up store locations in order to launch in New York. For more information on how retailers are exporting their brand vision abroad, look out for our report on Global Flagship design, coming next month.

Ted Baker