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Image gallery: Ted Baker's redesigned Regent Street store

Ted Baker reopened its Regent Street flagship today (August 28) with a refreshed design in a royal theme.

The 5,970 sq ft store now features an interactive screen at the back of the ground floor where customers can pose for photos wearing a virtual crown, which is then emailed to them and can be shared on social media. Another digital screen near the entrance broadcasts catwalk shows.

The theme celebrates the Regent Street store’s position as the jewel in Ted Baker’s crown, the retailer said. The store opened 10 years ago.

Ten fitting rooms on the first floor have new wallpaper featuring Kings for men and Queens for women, while in the centre of the space a new brass accessories unit rotates around a large jewel-shaped frame, surrounded by magpies.

Other touches throughout the store include jewel-shaped gold display tables and wall prints that were designed in-house.

To celebrate the opening, Ted Baker has partnered with digital agency Plastic Interactive to create a game.

Using a cardboard headset, customers can travel across London collecting Ted Baker’s missing jewels. Each user will be given a score tallied up by how many jewels they collect and the customer with the highest score wins a £1,000 shopping spree at Ted Baker.

The refresh was carried out in two weeks.

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