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Bringing a Virtual Store to Life on the Streets of London

Ted Baker invited 1984 London to conceptualise and create an interactive window experience for Ted Baker & Moore, its first virtual store, on Commercial Street in London's East End.

Conceived as an experiment in the future of retail space, Ted Baker & Moore brought together fashion, hospitality and technology across a 450 sqm environment. Part store, part social space and part digital playground, it incorporated a café, grooming room, beauty spot and a series of interactive experiences.

Our challenge was to extend this concept beyond the store's walls, transforming the storefront into an interactive invitation to discover what lay inside. We designed and produced an outdoor digital installation spanning eight 46-inch high-resolution screens, creating a dynamic interface between the street and the store.

Virtual characters, bespoke animation and interactive elements brought the windows to life, capturing the attention of passers-by and inviting them to participate, explore and discover opportunities to win experiences.

The storefront became an integral part of the experience itself, blurring the boundary between physical retail and digital interaction.

Alongside the installation, we created a launch film capturing the energy and personality of opening night, extending the experience into digital channels.

Ted Baker & Moore became a notable example of experiential retail, with independent retail commentators highlighting its use of exterior screens, holograms, projection and interactive technology.

The concept won Retail Focus' Store Concept Award and was named a finalist for a Retail Week Interiors Award. At a time when Ted Baker operated more than 350 stores across 23 countries, the project explored how technology could expand the role of the physical store, transforming a conventional shopfront into a participatory brand experience.

For 1984 London, it brought together brand thinking, creative direction, digital design, motion and film to create an experience that did more than advertise a store. It made the street outside part of it.

A new dimension of retail for Ted Baker.