Local surrounds inspire fitout

 

unnamed-5Ted Baker has opened store number seven in Australia in Melbourne, with its design highlighting the city’s iconic tram network.

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Simon Kanat, marketing director at Ted Baker Australia, told Inside Retail PREMIUM every Ted Baker store is completely bespoke, with the company’s UK-based design team drawing on each store’s surroundings for inspiration.

The latest store at Emporium on Melbourne’s Lonsdale St takes inspiration from both the city’s sprawling tram network and colourful street art.

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The 238sqm store features antique wooden panelling and brass handles, which continue throughout the store, while tramcar lights and wooden benches line the walls.

The store’s brass cuttings also mimic tramtrack lines.

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In line with the theme, fitting rooms are decorated with tram postcards, and come complete with circular lights and wooden benches.

Using lenticular graphics to create a sense of movement, the store’s cash desk is a prominent design focus. Inspired by the city’s logo and colourful graffiti, it features geometric shapes in deep rich reds, pinks,and brown, with pops of turquoise blue.

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In a first for Ted Baker Australia, the designers have incorporated digital into the fitout, with screens set up along the walls.

Kanat says Ted Baker is actively looking for new store locations in Australia, however, its rollout is very considered.

“We’re looking, but we’re only looking to go to somewhere where we know that it’s the rightplace to be, rather than be in a rush to rolloutstores.”

Ted Baker is yet to launch an online store in Australia.

“It’s a work in progress. We’re working on an Australian platform to go to the worldwide site, but we’re still in the process of getting everything done. Watch this space.”

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