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Brief Published: 19 Jun 2015

Physi-Virtual Flagship: Ted Baker (& Moore), London

Ted Baker & Moore virtual store

British fashion brand Ted Baker has opened a pioneering new retail concept dubbed ‘Ted Baker and Moore’ that encompasses both a physically and virtually shoppable space.

In partnership with UK virtual reality (VR) agency Avenue Imperial, the fashion brand has used high-resolution panoramic photography and 3D mapping technology to visually capture every inch of retail space within the new physical store in London’s trendy Shoreditch area.

The virtual store, accessible via a dedicated microsite, invites users to explore the space as if they were physically present. The effect, akin to discovering an area on Google’s popular ‘street view’, is enhanced by being fully transactional; a further interactive element allows consumers to buy products on display directly from the virtual store.

Such modes of explorative retailing that counter the linear, search-by-product-category style common to traditional e-tailing are becoming increasingly important for capturing digitally native consumers – who are now seeking experiences they can steer themselves. See Virtual Immersive Commerce in our Post-Digital Macro Trend for more. 

The concept comes shortly after the brand announced that its e-commerce sales surged 60% to £37m ($58.9m) for the 53 weeks to 31 January 2015 – proving the importance and power of investing in new digital platforms. For more on how Ted Baker has been pioneering new ways to engage consumers over digital channels, see our recent blog post Ted Baker: Cryptic Insta-Marketing.

Consumers who physically visit the 5,000sq ft bricks-and-mortar store can also treat themselves to a coffee from the in-store café, or some pampering in Ted’s Grooming Room for men or Ted’s Beauty Spot for women. See Evolution of the Retail Flagship: Hybrid Lifestyle Venues , Retailer Restaurants and Male Groom Boom, USA for more on these topics.

The digital experience also extends onto the streets; outdoor screens fitted into the windows tempt passers-by to play games or watch campaign films. For more on this, see The Omni-Channel Store Space and In-Store Interactive

For more on how brands are employing emerging tech to enhance the retail experience, see Virtual Added Value, part of our New-Era Luxury Macro Trend; Tech-Fuelled Retail Spaces, and the V-Commerce section of Virtual Immersive Commerce (part of our Post-Digital Macro Trend. See also Future Innovations, and both Retail in Virtual Gaming and Virtual Stores & Media Facades in our Anywhere Retailing Industry Trend.