- Client:
- Timberland
- What we did:
- Research & Insights, Retail Strategy, Customer Journey Mapping, Retail Flagship Design, Retail Design, Format Strategy, Communications Design, Brand Collateral, Touchpoint Innovation, Digital Interaction Design
- 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.
Our approach & solution
Timberland recently launched its largest-ever global campaign, Nature Needs Heroes, with a call-to-action to join the movement to save the environment. We wanted to place this message at the heart of the experience vision that celebrates the brand’s eco-initiatives, educating customers on the important work the Timberland is doing.
We designed a purpose-led flagship that highlights the brand’s sustainability credentials and serves as the model for stores globally moving forward. Filled with living greenery and stories of the brand’s eco-friendly initiatives, this fuses nature with fashion and provides Timberland with a fresher, more contemporary space.
CSR (Corporate Social Responsibility) pillars throughout the space 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.
Strategic shift: From a reliable footwear retailer to a purpose-led brand storyteller.
A DYO (Design Your Own) station allows customers to creative and customise the product. Drawers containing material samples enable customers to consider customising options, while digital content provides inspiration.
