Ted Baker has become the second fashion retailer in as many days to announce a new story at Birmingham鈥檚 .
The new Ted Baker store will open on Friday, December 12, and will house Ted鈥檚 AW14 menswear, womenswear and accessories collections.
The announcement of the new store comes the day after the Post reported that specialist is making its first foray outside London with a store at the Bullring, which .
Ted Baker said the 3,207 sq ft Ted Baker store will be inspired by Birmingham鈥檚 contribution to the industrial revolution, celebrating the city鈥檚 famous exports including metal pen nibs, jewellery hallmarking and the iconic Cadbury鈥檚 chocolate factory.
The double-heighted shop front is framed in rusted black steel and cogs and copper pipes run through the store, while Willy Wonka references give a gentle nod to the city that is steeped in chocolate history.
Wall panels have been cut out into the style of chocolate bars, while inventions and creations in vintage blueprints have been put together haphazardly, like the furniture in Wonka鈥檚 office.
There is also a nod to the Jewellery Quarter with a bespoke wallpaper pattern of repeated gold hallmarks has been created, which line the walls of the fitting rooms.
A spokesperson said: 鈥淔rom start to finish, the shopping experience in Ted Baker鈥檚 new Bullring store is fully immersive into the industrial history the city is so proud of. To promote this new opening, Ted is giving away leather bound notebooks which will be personalised at Ted鈥檚 in-store embossing station.鈥
