- Client:
- Timberland
- What we did:
- Communications Design, Retail Design, Format Development, Storytelling, Research & Insights, Customer Experience Strategy, Interaction Design
- Where
- Global
- Awards
- Shop! & Retail Design Institute
The Challenge
As a brand dedicated to operating sustainably, Timberland wanted to bring its purpose in-store. With its London flagship moving from Regent Street to Carnaby Street, it was the perfect time to introduce a fresh new concept and deliver a unique experience to the brand’s urban lifestyle customers.
The Solution
We designed a purpose-led flagship that highlights the brand’s sustainability credentials and serves as the model for new stores globally moving forward. Filled with living greenery and stories of the brand’s eco-friendly initiatives, the concept fuses nature with fashion and provides Timberland with a fresher, more contemporary space compared to its previous stores.
Spotlighting sustainability
CSR (Corporate Social Responsibility) pillars throughout the store empower the sustainability message, educating consumers on the recycled materials and responsible technologies used in the production of Timberland merchandise. The store also uses a combination of materials obtained from industrial leftovers and Bio-resin for mannequins.
Bringing nature indoors
With potted trees, a full-height living green wall and natural elements throughout, the space sits at the intersection of nature and fashion. Timber and greenery are juxtaposed with concrete to bring nature into the city and encourage interaction and exploration.
Customisable experience
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.
Nature needs heroes
Timberland recently launched its largest-ever global campaign, Nature Needs Heroes, with a call to action for people everywhere to join the movement to be heroes for nature. Full-height digital screens highlight the manifesto while a central community table offers tangible actions that can make a big difference for our planet.
Lighter and brighter
The new flagship has a brighter, fresher palette than its Regent Street predecessor. 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.
