Ted Baker reopened its Regent Street flagship this morning – the biggest earner in its empire – following a two-week closure for a £1m refit.
The 8,000 sq ft, two-floor store, ground and first, had had its old fit-out for more than a decade, since the retailer first opened on Regent Street.
Joe Roberts, senior interior designer, said that most of the changes that have been effected were “cosmetic” and that almost nothing structural had been done, in spite of the estimated £1m makeover price tag.
The outcome is a new-look interior where the emphasis is on luxury with a “Crown Jewel” theme running across both floors. This translates as signet ring-style tables in the midshop, cash desks that look like precious stones or jewellery display cabinets and bespoke graphics around the perimeter.
Pride of place on the (larger) first floor is given to a mid-floor display unit that has a brace of stuffed magpies mounted on a rotating carousel at its top.
Roberts said that the aim had been to make the store feel bespoke and appropriate to its location.