More than a retail space, it is a physical expression of the brand's latest narrative, bringing its fictional muse to life. Designed as a manicured sanctuary, the setting feels less like a traditional workshop and more like the ultimate Ted Woman's dressing room. Each corner reflects a different chapter of the summer social calendar, inviting customers into a world shaped by occasion, mood and movement.
Ted Baker has opened a new boutique-style store-in-store at Selfridges Manchester Trafford, strengthening its presence in premium retail destinations through an immersive in-store concept inspired by British summer storytelling. The space combines special occasion wear, heritage-inspired prints and contemporary silhouettes, supported by high-impact visual displays and experiential design.
Inspired by the Bringing the Light campaign and the quiet magic of the British summer, the space evolves from the soft morning glow of garden party preparations to the golden hour energy of a Manchester afternoon. Through a careful interplay of light, shadow, textures and prints, it captures the joy of dressing, presenting each rail as a personal gallery of your most treasured pieces. The romantic heritage is balanced with a modern and slightly irreverent touch, in keeping with Ted Baker's distinctive point of view.
At launch, the shop-in-shop features a curated edit of ready-to-wear, accessories and lifestyle, with a focus on summer occasion wear. The collection combines hand-painted flowers that appear to bloom on the fabric with hand-drawn park toile prints that root the aesthetic in British heritage. Silhouettes range from dresses designed to catch the light to miniskirts with '90s-inspired tight bows and liquid gold satin tailoring, while distinctive textures like gold chainmail fabrics and versatile reversible styles reflect a wardrobe that's both refined and ready for every invitation.
Star pieces include the Rasher Printed Ottoman Mini Dress (£179), the Antya Textured Puff Sleeve Mini Dress (£229) and tailored separates such as the Ambita Tailored Blazer (£299) paired with the Platy Pleated Front Wide Leg Trousers (£179), showcasing Ted Baker's modern approach to occasion wear.
The opening is supported by an amplified presence in Selfridges Manchester Trafford stores, including high-impact billboards and digital displays. A subtle nod to the brand's playful British humor appears throughout the space, including references to the humble pigeon, Ted's unexpected emblem of the British summer.
Combining elevated, contemporary silhouettes with local hues and a sun-warmed palette, the space marks a confident new chapter for Ted Baker in Manchester. It is a place where unmistakably British style is not only seen, but fully experienced.
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Fiber2Fashion News Desk (MS)
