Ted Baker London unveiled a new retail space at the Chestnut Hill Bloomingdale's on Saturday afternoon with an open-to-the public bash. According to Fiona Zeman, PR and marketing guardian for Ted Baker London, the goal of the launch was to promote local brand awareness, "communicate the brand's British heritage, [and] surprise and delight shoppers with Ted’s particular brand of retail theater.”
The planning team marketed the festive affair by sending an event mailer to shoppers in the Bloomingdale’s database, an email to members of the Ted Baker database, and by plugging it in both brands' social media channels. Bloomingdale's staffers also personally invited top contemporary clients.
Referencing Ted Baker’s British roots, the retail space is lined with a mural meant to evoke the library of an eccentric English statesman. Complete with books, a fireplace, and a mantel clock, the wall-bound setting also houses a giant swan wearing a diamond necklace.
During the launch party, staffers sported bowler hats and aprons adorned with butterflies and Union Jack flags. Guests were treated to chocolate and vanilla cupcakes, sparkling cider, and jumbo lollipops in the brand's signature purple. All the treats were embellished with an "I Love Ted" logo. For those spending more than $200, a limited-edition tote splashed with the saying “Come Rain or Shine” was also up for grabs.
