Ted Baker launched in 1987 with an unswerving quality, attention to detail and a quirky sense of humour. Ted’s Grooming Room is a London-based barbers that focuses on these same brand values, offering high-end shaves, haircuts and grooming.

Ted’s Grooming Room, Mortimer Street, brought an extremely different history to work with.  82 Mortimer Street was built as an anaesthetist’s surgery and home. Mortimer Street itself was home to the famous Middlesex Hospital, and Harley Street, known for its medical links, is just a stones throw away.

The natural link was that of the Barber Surgeon. As the flagship store, we wanted to create a premium feel around this slightly macabre theme. A more premium colour palette and set of mood boards were used to brief Prop Studios to create the store theme. We worked closely with them throughout the project feeding back on prop buys and direction. The store then flourished.

The Mortimer Street marketing materials were themed around x-rays, using a heat sensitive ink to reveal the store theme on the invites. A medical emergency kit was used to invite press to the launch and Victorian illustrations were used across store location cards and vouchers.