Inside Ted Baker’s Innovative #TedBakerAW15 “Curiosities” Collection with Faulhaber Communications at Berkeley Church : A Sense of Wonder
Faulhaber Communications created an immersive environment at historic Berkeley Church event venue Toronto for the Ted Baker AW 2015 “Curiosities” Collection.
This unique experiential marketing event created fun interactive experiences designed to guide the guests through creatively styled environments. All done in a form that both delighted and familiarized guests with the Ted Baker brand. The centerpiece in the Berkeley Church was a lush garden with life sized curiosity jars – a fashion specimen that was nothing short of spectacular. The Faulhaber Communications mantra is “Be original. Be inspired. Captivate.”
The collection launch was styled with natural elements and rare finds. The bright hues and vibrant prints of the collection were contrasted by the natural tones of the historic venue. This site specific installment of the new collection reflects Ted Baker’s innovative advertising approach. ” Ted Baker has never relied on traditional advertising elements, like TV, print, or out-of-home, to get its message out. Instead, it uses window displays, in-store giveaways, events, and digital initiatives to engage with consumers.” http://www.thedrum.com/news/2015/09/25/ted-baker-enlists-help-social-influencers-first-north-american-campaign
The innovative theme of #wonders was carried throughout the design of the space as curated treasures and natural wonders were interspersed with the new Ted Baker collection. One simply had to peer and explore to unearth a new hidden gem or a beautiful item from #newseason of Ted Baker. Lifestyle bloggers and media at the launch shared the fun on their twitter feeds and instagram accounts.
Printed pieces from the Ted Baker AW 2015 “Curiosities” Collection Lookbook were artfully displayed on easels visually cuing guests that they were at a curated event reminiscent of a rare art exhibit or a peek into the special hidden collection at a natural history museum.
Faulhaber Communications with Ted Baker maximized the setting of the two level venue with creative styling and lighting on the mezzanine level of the church so that the eye line was extended upwards, creating a sense of wonder and awe. Similarly the Berkeley Church stage was used to its full potential with placement of the Kaleidescope and the dramatic lighting.
The collection was masterfully set among using the historic essence of the Berkeley Church.
The lush wild florals were off-set with the curated glass cases with the selected items from the Ted Baker collection.
The vibrant colours of the collection popped against the natural wood tones.
Each of the styled environments throughout the Berkeley Church had a narrative element to them that suggested an adventure was about the begin. The confluence of adventure bound pieces with those destined for stylish elegant events is a compelling combination.
Specimens from the natural world were showcased alongside carefully selected items from the new Ted Baker Collection merging the natural world with the creativity of the new designs. There was nothing static about this event, the presentation of the collection was posed within a narrative of actively doing, creating and exploring right down to the mannequin hands that have chosen the accessories.
The collection items grouped in their vignettes could also be imagined to be in the personal collection of a singular adventurous fictional individual and their uniquely chosen items alongside their reading choices.
The Kaleidescope added an element of play, discovery and wonder to the event.
The Kaleidescope glasses were a big hit as guests took on an eccentric goggle-like appearance which provided a deeper immersion into the Ted Baker world of curiosities through the looking glass.
The BevLab had a cocktail menu offering Dapper Darwins, Curiosity Concoctions and Fossil Fusions. The signature cocktails were designed with the curious adventurer in mind.
Berkeley Catering created dishes that were presented beautifully in the branded style of the event.
Photography : Paul McNulty