In early 2012 Kin won a pitch to design the store windows for Ted Baker's flagship US store on 5th Avenue, New York. The store was designed around the theme of Ted's Grand House. Following this theme and taking a small bit of the United Kingdom to the United States we turned the shop front into a grand clock. The window is split into three parts with the top acting as the clock and the two ground floor store windows below acting as the housing for the clocks internal workings.
The clock is made from a walnut surround with large LED screen at the centre. The clock face changes every minute and has over 1 million different configurations.
The lower windows are comprised of a series of spinning cogs, and pendulums that move up and down and spin. There are three different kinds of pendulum. The smallest are made of brass, the mid size are walnut and blackened steel with small screens playing greeting messages and sequences of the latest collection. The largest also show this content and are on a constant revolve. The back of each pendulum is open and has a product that comes into view during each revolve. All the screens are run from iPads, small or large, utilising a common platform for the moving display.
The visual language for the windows takes reference from Art Deco and is intended to reference the relationship between New York and a style that has it's origins in Europe. The styling then augments this language with fashion references – cotton reels, needles, details from garments and so on.
As well as designing the windows, we developed a custom App and content management system (CMS) for the displays within the windows. We also managed the project and sourced and produced fabrication in the UK, working with 24 Design
in Manchester. We then sourced local production in New York, with Cigar Box
, who work on the Oscars and Phantom of the Opera to name just a few of their many US clients. Then finally PRG
who co-ordinated the audio visual arrangement and technical fitout in the shop.