Ever wondered what Ted Baker’s pad looks like? Well, just last week we offered you the chance to have a snoop round as we threw open the doors to the penthouse suite of the London EDITION to host ‘At Home with Ted’. This exclusive event played host to Ted Baker’s wide range of AW17 homeware collections, from bedding, rugs and tiles to candles, luggage, bikes, fragrances, gifts & stationary, jewellery and accessories. This was the very first time all of its homeware and accessory ranges were displayed together and in situ.
The new AW17 ranges incorporate the very best of Ted – distinctive prints in a sumptuous colour palette of pinks, burgundies, teals and blues. Its intricate patterns transition throughout all products in the collection, allowing you to subtly co-ordinate your home while still injecting your own personal sense of style.
The event played out in three acts; first up, we hosted a morning session between 8-10, where guests enjoyed pastries and fresh coffee while perusing the apartment. A private lunch was then held between 1-3, where our guests could get up close and personal with the Ted team and ask anything and everything about the new ranges. Those in attendance included Katrina Burroughs (Sunday Times Home), Barbara Chandler (Homes & Property), Claudia Baillie (Elle Decoration, House & Garden), Sophie Baylis (KBB), Michela Colling (Ideal Home), Jess Hurrell (Cosmopolitan), Angela Kennedy (Good Housekeeping), Giselle Wainwright (LOOK) and Dominique Ayling (TV Life). Many of our guests were astonished to learn there were Ted employees who had worked for the business for almost 20 years! Finally, we hosted a cocktail session in the evening. Luckily, the sun came out for the end of the day so our visitors could enjoy chilled glasses of Prosecco on the balcony, taking in spectacular views over London.
Over 93 guests were in attendance from all corners of the media – ranging across interiors powerhouses such as Elle Decoration, House & Garden, Homes & Gardens and Livingetc to lucrative national newspapers including the Guardian, the Telegraph, the Independent and the Mail. Women’s mags like Stylist, HELLO! Fashion Monthly and Marie Claire were also represented, alongside prominent bloggers and lifestyle sites Martyn White, Kate Watson-Smyth, Shelly Vella and Discerning Gent.
While perusing the stylishly decked out apartment, many of our contacts couldn’t quite believe there was so much on offer – just goes to prove there is far more to Ted than meets the eye!