Ted Baker has opened its first store in China, aiming to tap the market’s growing appetite for western luxury brands.
The store occupies 1879 sqft at Parkview Green in Beijing.
Rather than blending into the host environment, Ted has deliberately gone the other way and created his own interpretation of an English country garden, creating a contrast with the modern steel and glass backdrop. The store’s features are inspired by William Morris – the 19th century English textile designer from the British Arts & Crafts Movement.
Combining elements of old and new, the storefront is tied together by a laser cut steel screen that hints at Morris’ rose garden patterns. The interior features a series of minimalistic tree branches complete with nesting birds.
Fitting rooms and chairs are upholstered with William Morris ‘Strawberry Thief’ original print fabric in tones of deep muted red, blue and green leathers. The cash desk is decorated by 130 garden gnomes all housed in a glass display.
A mirrored wall decorated with rusted steel and brass roses was designed as homage to Kew Gardens’ Hot House. Intricate rural chandeliers comprising 540 handmade coloured glass leaves help define the store’s narrative of a modern day English country garden lightly brushed with hints of Ted’s quirkiness.
Ted also finds a way to represent the two cultures by fitting traditional timber British tables spliced with traditional Chinese tables.
The store offers Ted’s Autumn-Winter 2012 collections comprising signature prints inspired by botanical vintage finds with the foxglove, sweet pea and decoupage cluster for womenswear. For menswear, heritage fabrics are mixed with functional materials to create heavily detailed pieces for which Ted is known. Suede shooting patches, contrast elbow patches and knitted panels are key on both knitwear and outerwear.
“Ted Baker remains committed to design, quality and attention to detail as we continue to carefully expand the brand,” said the company.
The China launch follows the brand’s new flagship opening in New York’s Fifth Avenue and Singapore. The Chinese market is expected to get two more Ted Baker’s stores this year.
GB
