Ted’s Town in the heart of Fitzrovia
Located in the heart of Fitzrovia, Ted Baker on Cleveland is the new UK headquarters for Ted Baker's people, partners and guests. Cleveland Street captivated everyone's imagination; a blank canvas waiting to be brought to life. Three would-be retail spaces were dynamically connected with new staircases to create an underpass through the lower ground floor, which is the heart of their workspace - a Town Hall for Ted Baker’s community. The workspace is maximised on the ground floor by the introduction of a complex arrangement of new mezzanines so that direct natural light can be prioritised for desk and focus based work settings. The space now flows seamlessly as if it has always been one.
With key activities creating the main destinations, the environment is organised around the idea of a British town, all realised through fun classic board game style branding. These destinations drive movement and provide a variety of space typologies which create a platform for an exciting brand journey.
The Park, a recreational space for wellbeing and informal working, has green colour ways, timber benches and a modern bandstand beautifully crafted from recycled shop-fitting glass.
The Lower Ground floor features a garment mock shop, showroom and photography studios, and is designed using flexible structures with eclectic styling and furniture. The workspace boroughs form destinations for individual and team working, colour coded for clear wayfinding to lead users to their destinations. Each has a unique identity, informed by the garments, products and activities happening across the individual department's crafts.
The design is complemented with upcycled furniture and reused materials, including cushions upholstered in Ted Baker’s dressmaking offcuts, veneers manufactured from their shredded textiles and timber made from recycled coat hangers. Old store props which capture the brand's playful personality are dotted around the place; giant watermelon-pink dogs casually frequent the entrance area, a collection of rainbow coloured glass vases, kitsch china ornaments and a stack of cotton bobbins, all making the space feel inherently Ted.
The workspace, which is designed to cater for modern working practices, functions with ease so that people can get on with doing the job they love. The environment feels spacious and vibrant and is designed for the good of the planet. The original shell and core base build achieved BREEAM Excellent which was maintained during the fit out.
