Ted’s Drawing Room
Ted Baker Menswear and Women’s Clothing celebrated the in store launch of Ted Baker’s Spring Summer 2012 campaign The Great Exhibitionist and his Private Views, on Saturday 17th March 2012, with Ted’s Drawing Room. Eleven acclaimed illustrators were invited to create signed and framed, original, one-off fashion portraits for 111 lucky customers in London and New York City stores.
Ted invited customers across 9 stores (7 UK, 2 NYC) to ‘put yourself in a picture’ and become a masterpiece. All they had to do was try on pieces from the new collection and pose for a photo in one of Ted’s ‘Exhibitionist’ photo booths. An image of their Ted look was taken using Instagram and the photograph was automatically beamed straight into the artist’s studio, Ted’s Drawing Room, situated at Ted’s London HQ. Inside the studio, the illustrators were invited to ‘choose their muse’ and re-create their favourite photos from the hundreds of instagram photos submitted. The 11 illustrators ranged from pure fashion illustration to watercolour portraiture to contemporary graphic art and were seen employing a broad diversity of techniques and styles throughout the day.
The studio, open for only 8 hours from midday to 8pm GMT, also hosted an artwork and framing service with the 111 portraits created uploaded to Facebook on the day and the original, signed portraits framed and sent to their subject in the post soon after. A film crew were also on hand to capture the illustrators hard at work. Footage was broadcast live via Livestream back into participating stores and to Ted’s Facebook page enabling the public to watch the masters at work and the subjects of the portraits to tune in and watch their portrait being created! Over 2000 viewers tuned in across the day, spending on average 26 minutes each glued to their screens. The stream was viewed in over 23 countries ranging from the UK and USA to slightly further afield such as Japan, Malaysia and Taiwan.
A mini taster documentary of the day’s action can be viewed here. Click on the image below to play the video.
A selection of lucky customers will also receive a time-lapse film of their portrait being created which can then be shared and shown off to friends on social networks. The activity proved a huge success across social media with a 75% increase in Ted’s reach on Facebook and a 70% increase in people talking about Ted Baker on Facebook. Twitter mentions also increased by 1000%.
The Ted Baker Drawing Room campaign, including concept and digital elements, was developed at Guided Collective, London, by creative team Adrian Stannard, Sam Reid, Diego Sanchez-Barcelo. Ted Baker worked in collaboration with top illustrator agents Debut Art, YCN, Illustration Web, Jelly London as well as some alumni from the LCF Fashion Illustration BA Honours to pull together the illustrative talent.
The full list of illustrators drawing live in the studio over the 8 hours was Jacqueline Bissett, Miss Led, Niki Pilkington, Emma Lofstrom, Viet Tran, Harry Malt, Serge Seidlitz,
Michael Frith, Dale Edwin Murray, Matthew Green, and Damien Weighill.