Contents
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Research of the Client Timeline Brand Identity Existing Market Existing Sites
The Idea Ted the Traveller Story Jungle/Zoo Concept Rousseau’s colours
Research of the Site Why the Burberry Building Diagram Burberry Building Ted Baker shops nearby Entertaintments nearby Interior photoes Existing plan Existing Elevation
The Way it Works The Three Layers Augmented reality precedents 3D floorplan Section AA Ipad Mirror Section BB Material board Proposed plan Proposed sections Hanger detail drawings
Ted Baker connecting stores to stories Third year project
Research of the Client
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Ted Baker Timeline highlighting the years of expansion
Ted Baker Timeline
Ted’s first store opened in Glasgow, quickly followed by Manchester, Sheffield, Cambridge and Nottingham Exchange Arcade.
The idea for a global brand came to Ted whilst fishing.
Ted opened stores in Soho, London, Leeds Victoria Quarter and Bridlesmith Gate, Nottingham. And Ted Baker became a privately owned company.
The first London store started trading in Covent Garden.
Ted opened his very first standalone store on American soil in New York, and tedbaker.co.uk went live for the first time. Launches for Skinwear and Underwear also made for an exciting corker of a year.
Ted began wholesale trading in the USA at Magic 1996 and, shortly afterwards he launched Teddy Boy, or ‘small cuts dressed by Ted’. He then opened a womenswear store in Not tingham and extended the stores in Covent Garden and Leeds.
Ted took his first steps into Australia and New Zealand, as well as opening new stores in San Francisco, Las Vegas, Regent St, London, Stansted airport and Guildford. The new Phantom collection was unveiled, together with the launch of a new Ted Baker fragrance, ‘Secondskin’. What’s more, we opened our Westbourne Grove ‘Best in Show’ boutique.
Ted began wholesale trading in the USA at Magic 1996 and, shortly afterwards he launched Teddy Boy, or ‘small cuts dressed by Ted’. He then opened a womenswear store in Not tingham and extended the stores in Covent Garden and Leeds.
Ted celebrated his 25th anniversary by sharing stories from his adventures ‘around the world in 25 years’ and spent the year opening more new concesstores and conces sions in more countries than ever before.
New stores were opened in Tokyo, Hong Kong, Beijing, Jakarta, Kuala Lumpur, New York Fifth Ave and Toronto, his first Canadian store. Ted also opened new ‘home from homes’ in Germany, South Africa and South Korea and, closer to home, moved into an exclusive Knightsbridge address.
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Ted Baker
A study of the brand identity trough the items they sell and their ‘look books’
Spring Summer 2013
Autumn Winter 2013
Everything produced under the Ted Baker name has Ted's personality woven into its very heart and we always ask ourselves the question... Spring Summer 2014
Would Ted do it that way?
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Ted Baker
Target market: Ted Baker is a high end brand with a wide range of products offering something for everyone
Existing Market Ted Baker is a high-end brand with a wide range of products offering something for everyone
Business men Whether you're a man-about-town or a true country gent, Ted's taken the express line to dapper and debonair for his Menswear collection.
University Student
Single woman Worn as statement pieces, outerwear's oversized faux fur collars and decorative buttons are distinctly feminine, whilst tailoring sees wholesome textures and modern patterns blend with contemporary prints for a modern take on power dressing.
Theatrical tones and sorbet shades, including pink, lilac, lemon and mint, are paired with metallic highlights to create a stylish allure. Botanical beauty provides a focus on prints, with Ted's 'Rose on Canvas', 'Symmetrical Orchid' and 'Sugar Sweet Floral' prints flourishing across clothing and accessories.
Middle age couple Wash with nostalgia and old-fashioned glamour, Ted's collections are modern classic with a stylish palette of soft nudes and natural hues, deepened with rich chilli reds and lighter bottle greens.
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Ted Baker
Existing sites: the brand has shops all over the world
Existing sites
Ted Baker
The Idea
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Ted Baker
Diagram showing the expansion of the brand
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Ted Baker
The story behind the store
Ted was the mystery businessman who bought the Burberry building When returning, he places his collection into the Burberry building During his travells He started to Collect animals and plants
As his collection grows he decides to open it up to the public
bUT hE TRAVELLS A LOT
creating the world’s first retail experience with real (and digital) animals and plants in it
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Ted Baker Concept board
Ted and his Pets
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Ted Baker In my proposal I take inspiration from Rousseau’s colour palette
Research of the SITE
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Ted Baker
Diagram showing the connection between the brand, the concept and the building
Brand identity
cares about Sustainability existing Market
Part of Green 500
ALWAYS LOOKING FOR NEW IDEAS
deforestation
CAn raise awerness for imortant question
Middle age women with young children
Ted Baker
poaching
Children kept occupied while parents are shopping
Zoo/ Jungle
its an attraction
existing sites
unexpected interior in an expected building
FOR A SIMILAR BRAND WITH A SIMILAR MARKET
“PERFECT PLACE FOR A HIGH ENDRETAI”L.
History of being a fashion retail
Close to main shopping area
enough space for a whole jungle
Big Floorarea
Its on a major troughfare
between piccadilly AND pALL mALL
High headroom
Burberry Building
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Ted Baker
Why the Burberry Building is the best site for this project
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Ted Baker
Ted Baker shops nearby the site
Mens wear/grooming Womenn's wear
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Ted Baker
Entertaintments nearby the site
scale 1:2500
Theatres Cinemas
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Ted Baker Interior pictures of the Burberry Building
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Ted Baker
Existing ground floor plan and elevations of the Burberry Building
The way it works
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Ted Baker
The three layers building up the proposal
Layer of
Abstract
Layer of A
Layer of
ugmente
d Reality
Reality
In my proposal the whole experience builds up from three layers, the first one being real plants and live animals. The second layer is the abstract things like wallpapers depicting leafs and and patterns of animals. The last layer adds the digital environment, creating augmented reality wild animals luring around the shop.
In my proposal the whole experience builds up from three layers, the first one being real plants and live animals. The second layer is the abstract things like wallpapers depicting leafs and and patterns of animals. The last layer adds the digital environment, creating augmented reality wild animals luring around the shop.
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Ted Baker
Precedents
Precedents of augmented reality
Isle of Wright dinosours
Guiness World Records book using augmented reality in 2013
National Geographic using augmented reality in a shopping mall
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Ted Baker
Diagram of the areas where the different augmented reality animals can be found
fitting room
Staff Space
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Ted Baker
Section AA showing the path of the augmented reality jaguar
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Ted Baker Using the downloadable app the costumers can use their devices to explore the animals in the store
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Ted Baker The screens work as mirrors showing not just the reflection of the costumers’ but also the augmented reality animals
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Ted Baker
Section BB showing the screens trough the augmented reality animals can be seen
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Ted Baker Sketches of the till, the ‘still unpacked’ reptiles, the ‘butterfly box’ and the river you cross when you enter with fishes and AR aligators in it
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Ted Baker
Colour and material board
B
A
C C
D
D
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Ted Baker
Proposed 1: 100 floorplan and FLOORPLAN 1:100 1:50 sections
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Ted Baker A
B
Ted Baker Retail
Section CC
Section DD
Sections 1:50 Ted Baker Retail
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Ted Baker