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It’s Plain Sailing for Ted’s Auckland flagship

August 2011

It’s Plain Sailing for Ted’s Auckland flagship

Ted Baker is proud to announce the opening of his first store in Auckland, New Zealand.

Ted Baker has set sail for the shores of New Zealand and has found a prime location right by the quayside in the Britomart Mall, Auckland. Occupying 1,800 square foot of retail space, the store will open on 11th August 2011. Inspired by its seafront location, the store takes on a luxurious nautical theme which Ted knows you’re shore to love.

Featuring design details found on a luxury liner ship of old, early 1900’s rusted steel fretwork adorns the walls, polished walnut decking is found underfoot and a low level ceiling reveals recesses with classical mouldings and cornices. In keeping with the feel of a majestic liner ship, rich furnishings and fabrics such as ocean coloured linens, copper embossed lincrusta wallpaper, stained mahogany and ochre leather are used throughout the store.

A rope installation in the window is designed to represent the sails on a ship and provides the backdrop for Ted’s mannequin display, one of which has a vintage diving helmet suspended above its head. Further exploration reveals quirky touches that are typical of Ted. Anchors, boat paddles and a ships wheel become tables and shelving to display Ted’s accessory and clothing collections in shipshape fashion. Overhead, lighting in the form of emerald, amber and clear glass bottles and blown glass shapes illuminate the space.

At the helm of the store, the cash desk is made up of a variety of boat propellers in differing metal finishes such as brass and rusted steel encased in glass. Diving deeper into the space, the fitting rooms become cabins each with their own portholes revealing an underwater scene.

The store provides a hearty welcome aboard the good ship Ted to browse and shop his vibrant SS11 collections which, like his store designs are renowned for their playful detailing, exquisite craftmanship and unwavering attention to detail.


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