retail design report - ted baker

design report- TED BAKER

Fd.A Interior Architectural Design

Work Based Learning 3

Semester 3/ Year 2

Cinzia Pirozzi

Cinzia Pirozzi Design Studio

Table of Content

Cinzia Pirozzi Design Studio 2

Rationale - Introduction 3

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Brand Identity 4 - 7

Site History 8 - 9

Local Competition 11

Demographics 10

Mood Board 13

Concept design development 14 - 16

Programme of work 12

Interior perspectives and visuals 17 - 19

Scaled Plans 20 - 21

Lighting & Flooring Schedules 22 - 23

Action Plan 24

Reference 25

Rationale

3 Rationale - Introduction

Introduction

Our client, a high-end fashion retailer, namely ‘Ted Baker’ has approached us to design their new store to be located in James Street, Harrogate.

The decision to locate Ted Baker’s retail space in James Street, are summed up by the outstanding personality of their brand. Ted Baker is somehow bizarre, extravagant and quirky and we aim to mirror his style throughout the space through our design.

In order to do so, we have extensively researched our client’s brand identity as well as the chosen site.

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Brand Identity Research

4 Brand Identity

Ted Baker is one of the best British retail designers, also known as the ‘No Ordinary Designer Label’.

Their brand was first launched in Glasgow, Scotland in 1988, and therefore is still a fairly young brand compared to others. However, in the past twenty years they have achieved a lot, becoming in fact one of the leading lifestyle brands in the UK.

Initially they started with a small retail shop selling tailored dress shirts, but these days they have much more to offer.

As they started out, they were completely unknown to the public and they had a very low budget for marketing, so their managing director Ray Kelvin had the great idea of offering free dry cleaning service to their customers which allowed them to create an identity for the brand and gave people a reason to talk about it. Word of mouth marketing was their main advertising strategy. Soon the brand took off and flourished in Glasgow and within the first six years of business Ted Baker opened another store in Covent Garden which unlocked the door to many more store throughout the UK.

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Ted Baker Brand Expansion

5 Brand Identity

This big expansion led Ted

Baker to offer not only

men’s clothing but also

women’s and children’s

clothing, as well as toiletries,

sunglasses, and even mobile

phones accessories.

It also led them to move on

and enter the international

market, opening stores in

various European countries

as well as in USA and in Asia.

Amazingly their expansion

was achieved by word of

mouth only as they choose

not to advertise, at least not

in the traditional sense.

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6 Brand Identity

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7 Brand Identity

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Ted Baker since the

beginning has had a

very strong focus

on quality and

attention to details,

which has often

been delivered

with a quirky sense

of humour.

They brand is full

of personality

which can be seen

in their stores and

in every single

product.

The designs in their clothes are often

quite subtle with only a minimal logo or

branding visible.

http://www.flickr.com/photos/tedbaker/5579106199/in/set-72157626405459046








http://www.tedbakerblog.com/wp-content/uploads/2011/09/TBaker-099.jpg

Site History

8 Site History

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Harrogate is a spa town in North Yorkshire, England. The town is a tourist destination and its visitor attractions include its spa waters, RHS Harlow Carr gardens, and Betty's Tea Rooms. From the town one can explore the nearby Yorkshire Dales national park. Harrogate originated in the 17th century, with High Harrogate and Low Harrogate as two separate settlements. (Wikipedia, 2011).

James Street is in the

centre of Harrogate

and offers designer

shopping and some

upmarket

department stores.

9 Site History

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James Street, Harrogate

Demographics

10 Demographics

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Who does the brand attract?

According to Alexa, the audience demographics for Ted Baker’s Online Store, which should correspond roughly to their brick and mortar clientele is mainly young professionals with spendable income and with no children (Alexa, 2011).

Salary level £0K - £30K

£30K - £60K

£60K - £100K

£100K+

Although the online shopping is generally done by women, Ted Baker attracts in their stores a large percentage of young men between the age of 18 – 40. Both men and women are mainly college graduate , some university student with spendable income.

The average salary level goes from £30K to £100K +.

11 Local Competition

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Local Competition Jack Wills

Jack Wills is probably one of

Ted Baker’s main

competitors, although their

main clients are mostly

University students.

Their brand was started only

13 years ago but has

bloomed ever since.

The affinity of the two brands

are probably the fact that

both have a strong focus of

quality and both are

influenced by the best of the

British. The store is located

on the same road, just a

short walk away.

Gap Gap, was founded in 1969 and it is

an iconic retail brand, which offers

inventive American style. Clean,

classic clothing and accessories help

customers express their individual

sense of style. Gap, which opened its

first store more than 40 years ago,

continues to build its brand presence

around the world (Gap, 2011). Next Next is a UK based retailer offering

exciting, beautifully designed, excellent

quality

fashion and accessories for men, women

and children together with a full range of

homewares. They generally keep an eye-

catching window display and pose as

direct competitor to our client. Also their

store is just next door to our chosen

location (Next, 2011).

Other competitors include: White Stuff, Fat Face, Monsoon, Hoopers Department Stores,

Austin Reed, Dorothy Perkins, Miss Selfridge, etc.

Programme of work

12 Programme of work

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Programme of Work

Fd.A Interior Architectural Design, Cinzia Pirozzi

Project: Fashion Retail Store Design

Client: Ted Baker

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12

Date 26-Sep 03-Oct 10-Oct 17-Oct 24-Oct 31-Oct 07-Nov 14-Nov 21-Nov 28-Nov 05-Dec 12-Dec

Research

Functions & Analisys

Rationale/ Client Brief

Design Concept & Analisys

Material Specification Order Samples

Lighting & Flooring Schedule

Plans, sections & elevaions

Draw up the final design

Digital technologies render

Design Report

Reflective Journal

13 Mood Board

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mood board

http://www.tedbakerblog.com/wp-content/uploads/2011/09/TBaker-099.jpg

Concept Design Development

14 Concept Design Development

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Functions and analysis This was the initial phase of

the design concept

development. At this stage we

tried to evaluate various

positioning. Analysing the

space and the various

functions we aimed to find the

best position for each

function taking into account

the retail psychology.

We also started to think about the concept of the

metamorphosis and the idea of cocoon-shaped changing rooms

where customers trying on our client’s products could

metaphorically turn into ‘butterflies’.


15 Concept Design Development

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We tried to place the staircase in

different corners and different angles,

and we found that the dog-leg position

was the most suitable in terms of space

usage and customer experience.

When a customer walks up or down

the stairs the visuals they have of the

space in front of them is better

appreciated.

Because the space is limited we found

that placing a balustrade as opposed to

a partition wall on the ground floor

near the staircase, was the best option

as this gives the impression of

enhanced space.

The overall concept for our design was

to create a memorable and exciting

space, that would suit our client’s

personality and bring some fresh and

innovative statement that could

contribute to the end customer

overall experience.

We wanted the customers to feel valued and appreciated and we aimed to achieved this by designing a facility for them, such as

the fitting room that could translate this into reality.


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16 Interior Perspectives and visuals Cinzia Pirozzi Design Studio

We decided to place the pay-point on the

ground floor where also the women

section is located. While for the men

section we reserved the space in the

basement floor.

17 Interior Perspectives and visuals

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Gordon tub chair

by Inside Out

Contracts

Mirror Oxford

(wide) by

Simpsons

Our cocoon-shaped changing

rooms are all covered in a

shiny glass mosaic which

enhances them and makes

them eye-catching.

Suspended light fitting

for the changing room

by Tom Dixon

We put some wallpaper

designed by Morris on the

pillars almost as to signpost the

different display units and we

covered the staff room and

stock room with that as well,

including the doors as to

disguise them and give the end

customer a good shopping

experience. On top of each display unit we placed some down lighters to better expose the products. Small bits

of granite shine all over the floor giving people the impression of walking on a galaxy of stars.


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We designed for our client a

pay-point counter which

feature collections of real

butterflies . We did this to

recall the main concept of

the metamorphosis. Now that

the clients are ready to pay

for the items they want to

purchase, they are as

caterpillars out of the

cocoons and it is a way to

remind them of the high

quality and beauty of each of

our clients’ products.

In the back of the counter we

designed a special feature made with

a customize Bella lighting by Sharon

Marston, which draws attention and

expose the counter where the tills

are placed.

Tiny bits of quartz shine all over the

countertop and at the bottom.


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The lighting plays an important role with the flooring as the

granite of the dark floor is exposed. The window display is

also lit by tracking lights which can be easily moved and placed

over the manikin. Each display unit is places over a soft carpet

to give the people the idea of rest when choosing their items,

in line with retail psychology .

The staircase is also covered with carpet.

The main walls and ceilings are covered in waxed polished

plaster,, venetian style, where people can almost see

themselves.

The flooring in the staff room and stock room are made of

resin and specified for durability and safety.

Lighting Plan – Ground Floor

20 Scaled Plans

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Scale 1:50

All dimensions to be checked on site. All work carried out should comply with the latest approved document set out

by the British building standards and regulations.

Lighting Plan – Basement

21 Scaled Plans

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Scale 1:50

All dimensions to be checked on site. All work carried out should comply with the latest approved document set out

by the British building standards and regulations.

Flooring Schedule

22 Lighting and Flooring Schedules

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Flooring Schedule

Type Location Description Subfloors

Manufacturer Contact Details Product Code Q.ty Price (Excluding VAT)

Black Star Galaxy Granite

Main ground floor and basement floor

Premium quality granite tiles with beautiful black backround with small gold fleck. Consistent in colour throughout each tile and with a high gloss polished finish. Stone Superstore

Phone: 0161 923 4825 Mobile: 07866 431606 (out of work hours) E-Mail: [email protected]

Black Star Galaxy Granite 610x610x12mm 180sqm £33.90 per sqm

Carpet Duratech anti-soiling treatment

Small sections and staircase

This broadloom design is manufactured on Invista Antron Legacy Nylon and is suitable for heavy commercial use with life of carpet static protection 10 year wear warranty. Christy Carpets

Tel: 01908 308777 or email: [email protected]

Style: CA Beaux Arts, Colour: BX07 brown patina, Yarn: 100% Antron Legacy nylon, Width: 3.81m 95sqm

Altro Walkway™ safety flooring

Storage room and staff room

Provides lifelong slip and abrasion resistance, It is fully backed with a 10 year warranty and boasts a life expectancy of over 15 years. Altro

Tel: +44 (0) 1462 489516 Fax: +44 (0) 1462 707515 Email: [email protected]

Biscuit VM20907 LRV 30 Thickness 2mm 10sqm

Lighting Schedule

23 Lighting and Flooring Schedules

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Lighting Schedule

Image Type Location Description & Dimentions Manufacturer Contact Details

Product Code Q.ty Price per unit (Excluding VAT)

Bulb Chandelier Round By Tom Dixon

Ground Floor and Basement Floor

Steel hardware with blown glass bulbs and suspension wire . Included- 12 x E27 T5 11W CFL Bulb . Dimensions : W62 x H31cm, 2.5m adjustable cord

Tom Dixon, [email protected] T: +44 (0) 207 183 9732 Product ID : 971382 6 £1,220.00

Bulb Chandelier Long By Tom Dixon Fitting Rooms

Same as above. Included- 21 x E27 T5 11W CFL Bulb. Dimensions : H110 x W50cm, 2.5m adjustable cord

Tom Dixon, [email protected] T: +44 (0) 207 183 9732 Product ID : 971373 2 £2,260.00

Wall Lighting - Surface mounted

Ground Floor and Basement Floor

41 x 38 , A / W INCL.2 x POWERLED WHITE 1W / 3000K CURRENT CONTROLLED 0.1 IP20 850°C Color Grey

Delta Light Design Studio, Tel.: 0870 7577087 Email: [email protected] Topix WW 304 1702 12

Track Lighting Window Display

Mains voltage. INCL.1 x 3F MULTI ADAPTOR Colour: Grey Ba15d / 230-240V / 50-60Hz / TE 1 x QR-LP70 20-50W

Delta Light Design Studio, Tel.: 0870 7577087 Email: [email protected] SPATIO 70 T50 AD 4

Suspended Ceiling Staff Room and Stock Room

DOWN INCL.1 x MIC30+ 54 PC SBL INCL.2 x CABLE SUSP. SINGLE AUTO. 1.6

Delta Light Design Studio, Tel.: 0870 7577087 Email: [email protected]

MICROLINE 30+ P1154 346 02 154 2

Suspended Ceiling Ground Floor and Basement Floor

Woven copper, brushed copper, polymer and emitting fibers. 2800x2700x300mm

Sharon Marston, E: [email protected] T/F: +44 (0)20 8670 4644 Customized Bella Light

Action Plan

24 Action Plan

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Reflective Journal

My overall experience of this project has helped my to identify and tackle the needs of the client taking into account the

limits of the space. At each stage of my design I have continually tested the concept as it developed in order to deliver

something exceptional. I have asked myself why I am designing it in such a way, does it answer the brief, is it appropriate, is it

exciting, will the customer appreciate it?

For my design I wanted to use an innovative approach, and a balance of aesthetically pleasing styles to push the boundaries

and maximise the effect and create a functional and individual atmosphere to shop.

In order to achieve this I needed to play with the limited space and make the best use of each of the individual functions.

One of the problem I faced was also on the creative side. Most of the other stores of my client are very creative and exciting.

In such a situation it is very difficult to surprise the client with something new.

In the end I researched and I came up with the idea of the metamorphosis and I thought it would fit well with Ted Baker’s

style.

I believe that my design has somehow met the needs of the clients, it is aesthetically pleasing and has respected the

personality of my client’s brand.

Reference

25

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Alexa. 2011. Ted Baker Site Info. [ONLINE] Available at: http://www.alexa.com/siteinfo/tedbaker.co.uk#. [Accessed 09

December 11].

Boekel, A., 2007. Retail Therapy –Store Design Today. 1st ed. UK: Images Publishing.

Gap. 2011. Gap. [ONLINE] Available at: http://www.gapinc.com/content/gapinc/html/aboutus/ourbrands/gap.html. [Accessed 07

December 11].

Harrogate - Wikipedia, the free encyclopedia. 2011. Harrogate - Wikipedia, the free encyclopedia. [ONLINE] Available

at: http://en.wikipedia.org/wiki/Harrogate. [Accessed 11 December 2011].

Ted Baker, (2011), Store Images [ONLINE]. Available at: http://www.flickr.com/photos/tedbaker/ [Accessed 29 November 11].

Ted Baker, (2011), Ted Baker Logo [ONLINE]. Available at: http://www.designerwomen.co.uk/wp-content/uploads/2011/01/ted-

baker-logo-2.jpg [Accessed 25 November 11].

retail design report - ted baker

Documents

brand identity ted baker

design report ted baker

years of business ted

clients brand identity

young brand

concept design development

ted bakers retail space

big expansion