Ted Baker is proud to announce that his new store in Birmingham’s Bullring is now open. The huge new store houses Ted’s AW14 menswear, womenswear and accessories collections.
Inspired by Birmingham’s contribution to the industrial revolution, Ted’s newest store is a fun-filled factory of fashion. The Bullring based store celebrates the city’s most famous exports including metal pen nibs, jewellery hallmarking and the iconic Cadbury’s chocolate factory.
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The double-heighted shop front is framed in rusted black steel, showcasing the industrial influences from the first encounter. Feature walls run throughout the store one adorned with cogs and copper pipes that resemble giant machines, whilst, Willy Wonka references give a gentle nod to the city that is steeped in chocolatey history. Wall panels have been cut out into the style of chocolate bars, whilst inventions and creations in vintage blueprints have been put together haphazardly – just like the furniture in Wonka’s office.
Amongst the heavy industrial interior of black steel, smoke distressed oak and factory-style piping, sits the first floor cash desk. Created from pipes and taps, it looks like the engine powering the mechanical walls surrounding it.
Throughout the store, lighter details of ink flourishes and scripture appear, reminding the visitor of Birmingham’s pen making history. Quills, vintage pen nibs and ink wells, all made in Birmingham, appear in rows on the glass shelves of the ground floor cash desk, adding an authentic finish to the finer details of the store.
Being one of only four cities in Britain where gold and silver can be certified, Ted celebrates Birmingham’s famous Jewellery Quarter. A bespoke wallpaper pattern of repeated gold hallmarks has been created, which line the walls of the fitting rooms.
From start to finish, the shopping experience in Ted Baker’s new Bullring store is fully immersive into the industrial history the city is so proud of.