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Ted Baker to launch digital portrait service in-store, turning Instagram looks into original illustrations

 

Ted Baker is continuing to focus on bringing digital initiatives into the retail space with a new campaign that will see 11 top illustrators recreating consumer looks from Instagram as pieces of original artwork.

Following on from the brand’s “It’s Rutting Season” project last season, “Ted’s Drawing Room” will invite consumers to head in-store and try on pieces from the new collection, before being photographed in their looks.

Those images will then be sent to Ted’s London HQ, where a team of illustrators will be sat ready to draw the shoppers they feel the most inspired by. Those involved range from pure fashion illustrators like Jacqueline Bissett and Niki Pilkington; to watercolourist Michael Frith.

The other artists include Miss Led, Emma Lofstrom, Viet Tran, Harry Malt, Serge Seidlitz, Dale Edwin Murray, Damien Weighill and Matthew Green.

The initiative ties in with the brand’s spring/summer 2012 campaign “The Great Exhibitionist and his Private Views” (as the above video shows). It will take place across Ted Baker stores in the UK and New York on Saturday, March 17.

A film crew will also be on hand to capture the illustrators at work, with the footage being broadcast back in-store and on Ted Baker’s Facebook page.

100 customers will receive both a digital copy and a one-off, signed and framed version of their portrait. For some, there will also be a time-lapse video of their piece being created. The same will appear on Facebook, alongside the original photos that inspired them.

Three illustrators have been commissioned in advance to demonstrate the variety of styles that will be involved on the day. Pilkington has recreated a womenswear look from the season’s collection, Green has done the same with menswear, while Malt has produced an image of the elusive Ted Baker. Each are below…

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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