Ted Baker – Drawing Room, Digital Physical

hollerlab —  March 26, 2012 — Leave a comment
This is a fantastic example of merging physical and digital worlds. To launch Ted Bakers latest line of clothing. In stores across NY and London people were asked to try on the new collection and then take photo in a special booth. These images would be sent across to 11 illustration artists and uploaded via instagram. The illustrators at Ted Baker HQ chose their muse’s  and create unique one off original pieces of artwork. There was 10 pieces per artist and the booths could be found in 7 stores across London and 2 across New York. There was also a live feed in-store showing all the frantic drawings of the illustrators at Ted Baker’s HQ. 

The images were made available via instagram and Facebook after the artist completed them and then they were signed, framed and sent to the lucky participants as well. This is the sort of experiences that seems the UK and US are creating to make retail more appealing. Converting peoples physical interactions in store to have both digital layers and also increase footfall. Something that seemingly eludes us here in Australia (especially those struggling department stores). 

It is a great initiative and sure to generate considerable online buzz and earned media. Here is the clip outlining the campaign: 

And here are some of the fantastic illustrations: 


You can see all 100 illustrations here: https://www.facebook.com/TedBaker 


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