5th Avenue Store – Ted Baker

Ted Baker’s quintessentially English home has landed on one of the busiest shopping streets in the world. They asked us to find an innovative and memorable way to make shoppers stop in their tracks and enter the store.

We were interested in making the storefront a destination – a place people could reference when arranging somewhere to meet.

Picking up on Ted’s quirky brand, we created a bold and fun window display that re-framed the building as a giant carriage clock. The entrance forms the workings of the clock with shoppers entering through spinning cogs and moving pendulums, an oversized LED clock-face sitting above the doorway.

Using LED, walnut, interactive screens and brass, the combination of materials and movement created a visual spectacle to draw the eye. To increase the visual pull of the store, the clock-face changes its design once every minute. With over one million variations each design will take over two years to repeat.