Ted’s new store takes to the tracks

Since coming to the country in 2004, Ted Baker London has been kicking goals and growing as quickly as each year will take it.

If you’re not familiar with the brand, it’s quite surprising because its presence has grown from two small Victorian stores  in its Australia-New Zealand arm only a few years ago to a whopping seven around the country and New Zealand, mostly in the past 24 months. Talk about an effort!

To tie-in nicely with the grand opening of Melbourne’s newest shopping centre at the Emporium Melbourne – and since their competitor Gucci dropped the lease on a prime street-fronted shop – Ted Baker’s moved in and capitalised on a stunning location with ample space to map-out the store’s unique theme.

Each store around the world has its own theme that’s been created uniquely by Ted’s dedicated designers who play with cultural and architectural elements from each city and locale to wow their customers. This store is no exception.

Similar to its close neighbour on Little Collins Street, which has a ‘train travel’ theme and slightly further neighbour at Chadstone Shopping Centre with its ‘Great Victorian Banquet’ theme (and that’s just in Melbourne alone), the Emporium store’s ‘tram travel’ theme is so quintessential it goes without saying.

With high ceilings, plush leather seats and couches, gaping well-lit space, natural light, geometric wrought-iron and specially-made hand blown glass lanterns to boot, the tram theme is a hard one to miss.

The store’s launch will bring to Melbourne the spring-summer collection for 2014, finally catching the Australian market-up to its northern hemisphere counterparts and bringing the city into predatory mode for the forthcoming summer.

Colour, print and activity fills the whole collection, with menswear offering a wide range of blues, greys, reds and mustard tones as options while womenswear plays with the idea of a floral acid trip and its typical classical design elements. It’s a fun one.

To kick off the celebrations, Ted is offering you – our readers – the chance to win a $1,000 shopping experience – so make sure you visit his Little Collins Street or Chadstone stores to find out more and stay in the loop for upcoming grand opening announcements! (T&Cs apply, see in store for more details and stay in the loop for the grand opening weekend extravaganza)!

Exclusive images of the store and its official opening to come. Watch this space!

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