Creating an engaging space driven by brand purpose

What we did:
Experience Strategy & Ideation, Customer Research & Profiling, Customer Journey Mapping, Retail Flagship Design, Retail Design from boutique to flagship, Format Strategy, Communications Design, Touchpoint Innovation, Digital Interaction, UX & UI
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.

Timberland Carnaby store exterior Timberland Carnaby store 3

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.

Timberland Carnaby Street Mens


Creative Retail Awards 2021
Store Design of the Year
Shop! Design Awards 2020
Store of the Year and Gold Award in Softline Specialty Store (up to 3,000 sqft)
Drapers Footwear Awards 2020
Best Store Design
Retail Design Institute 2019
Class of 2019

What our client says

Carnaby Street is an iconic retail experience in London, and the perfect location for Timberland to reveal our new purpose-led retail store. 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.” Argu Secilmis
Vice President of Global Marketing, Timberland

We’re dedicated to helping brands make meaningful connections with people.

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