As part of a 10-year relationship, Timberland has partnered with Dalziel & Pow on a new purpose-led flagship store that highlights the brand’s sustainability credentials and delivers a unique experience to customers. The new store was unveiled at 5-7 Carnaby Street on the 11th November following a relocation from Regent Street and forms part of a new global concept for the brand.
With potted trees, a full-height living green wall, and natural elements throughout, the 2,594sq. ft space immerses visitors in the brand’s Creative Vision, which sits at the intersection of nature and fashion. The purpose-led space showcases a natural but urban materiality - juxtaposing timber and greenery with concrete to bring nature into the city and encourage interaction and exploration.
Powerful stories of eco-innovation showcase the brand’s commitment to a greener future.
CSR (Corporate Social Responsibility) pillars throughout the store stand tall to empower the sustainability message, educating consumers on the recycled materials and responsible technologies used in the production of Timberland merchandise. Further sustainable elements of the store include a combination of recycled materials obtained from industrial leftovers with Bio-resin for mannequins.
Product collections span footwear, apparel and accessories for men, women and kids. A DYO (Design Your Own) station allows customers to get creative and customise their own version of the most iconic Timberland styles. Drawers containing material samples enable customers to take a closer look at customising options while rolling content on digital screens within the area provides inspiration.
Subtle lighting emulates natural daylight, which is also brought into the store through large windows. A mirrored tree, inspired by the brand’s logo, forms a decorative column. The space has a noticeably brighter palette compared to previous Timberland stores, giving the concept a fresher, more contemporary feel.
Timberland recently launched its largest ever global campaign, Nature Needs Heroes, with a commitment to plant 50 million trees around the world by 2025 and a call to action for people everywhere to join the movement to be heroes for nature. Full-height digital screens in the store highlight the Nature Needs Heroes manifesto and real people making real change, while a central community table offers tangible and small actions that can make a big difference for our communities and planet. In London, the message focuses largely on urban greening.
"We are excited to engage with our community, immerse them in our brand experience, and build a movement together toward a greener future.”
“Carnaby Street is an iconic retail experience in London, and the perfect location for Timberland to reveal our new purpose-led retail store,” says Argu Secilmis, vice president of global marketing for Timberland. “This is where nature and fashion come together to create something fresh and bold in the marketplace. We are excited to engage with our community, immerse them in our brand experience, and build a movement together toward a greener future.”
The Carnaby Street flagship is one of three purpose-led stores that Dalziel & Pow have worked on with Timberland, all opening around the globe this autumn (others in Philadelphia, PA and New York, NY, USA) and will serve as the model for new store concepts moving forward.