Ted Baker and Fitch Design approached the university with a brief to find Ted a new location for a clothing store and design a concept that tells a story of Ted's character. My inspiration derived from the Ted Baker history of its popularity and growth during the Manchester club culture. The concept starts with Ted Baker's character and the idea around Ted's wardrobe. The location I chose is in Dalston due to the vibrance and its entertainment spots. I also discovered the regeneration of fashion in Hackney that is currently undergoing in constuction to entice fashion and textiles to the area.
With the idea of Ted's Wardrobe, I developed the store interior to be transformable with the use of a wardrobe furniture design. So by day, the store remains open to the public with hints that suggest Ted gets ready for the night out using elements such as Ted's grooming room and Ted's beauty spot. Then by evening, the store transforms into a club.
