Timberland
Together with Timberland’s in-house Global Creative Services Group, we have developed a new global retail concept that re-imagines the brand experience. The first store opened at Westfield Stratford City in September 2011 and has been designed as a ‘box within a box’, bringing the brand to life through an engaging and emotional approach. Portions of the iconic tree logo are used as monolithic art forms and form part of the storefront design. Customers walk under a canopy of seven metre-high tree structures, to interact with seasonal product. Designed as a freestanding timber structure, the ‘store’ frames the Timberland product on the inside, while offering a view to the ‘outdoors’ through a series of apertures. Digital technology is part of the new concept. The oversized digital screen at the front of the store showcases the latest seasonal product and lifestyle outdoor stories, while touchscreens in multiple locations in-store provide the customer with the opportunity to interact with the brand in more of a two-way dialogue. From the architectural elements, materiality, visual merchandising and sales associates to the music being played, every detail is aligned to Timberland’s core brand promise of equipping you to make the most of your outdoor experiences. More sites are now opening in Singapore, China and the USA.
Project testimonial
“Every detail is aligned to Timberland’s core brand promise of equipping you to make the most of your outdoor experiences.”
