Step into the Out­doors

VM&RD - - INTERNATIONAL DESIGN -

With a con­tem­po­rary re-imag­ined store de­sign con­cept, Tim­ber­land un­veiled its ‘box within a box’ store con­cept that cre­ates an im­pres­sion of the out­doors within the store. De­signed by Dalziel & Pow, the new con­cept pro­to­typed in Lon­don up­dates the brand pre­sen­ta­tion in the con­text of chang­ing times and cus­tomer ex­pec­ta­tions.

Tim­ber­land takes on a new look at West­field Strat­ford City Mall, Lon­don where Dalziel & Pow to­gether with Tim­ber­land’s in-house Global Creative Ser­vices Group have de­vel­oped a new global re­tail con­cept that re-imag­ines the brand ex­pe­ri­ence. Ac­cord­ing to the de­sign firm, the brief was to present the brand in an en­vi­ron­ment that would ‘in­spire and equip’ the cus­tomer in a vis­cer­ally en­gag­ing and re-imag­ined way. The con­cept needed to be a re­flec­tion of the brand’s New Eng­land her­itage - flex­i­ble, and scal­able, a to­tal brand ex­pe­ri­ence. The re­tail ex­pe­ri­ence was de­signed to emo­tion­ally con­nect with con­sumers, not only in­spir­ing them with the great out­doors, but also equip­ping them with the right gear to ex­pe­ri­ence it. Mea­sur­ing 197sqm, the Tim­ber­land Strat­ford store front ar­chi­trave is a free stand­ing twos­tory high iconic tree logo in­cor­po­rated as a mono­lithic art form and clad with a glass cur­tain. Cus­tomers walk un­der a seven me­ter high ar­chi­trave cre­ated from the Time­ber­land ‘tree mnemonic’ to en­ter the brand en­vi­ron­ment. The store in­te­rior de­sign is cre­ated in a ‘box within a box’ con­cept in which the rugged New Eng­land out­doors is brought into the store en­vi­ron­ment as a back­drop for its of­fer­ings. This is achieved by lin­ing the en­tire perime­ter of the store in­te­rior with il­lu­mi­nated vis­ual pan­els of the out­doors, cre­at­ing the il­lu­sion of the store be­ing a stand­alone box lo­cated in the out­doors. This set­ting is com­ple­mented with vi­su­als of land­scape vis­tas, light­ing, nat­u­ral tex­tures and ma­te­ri­als fur­ther en­hanced by the use of ar­ti­fi­cial sky­lights strate­gi­cally in­ter­cept­ing the tim­ber ceil­ing. To stay in synch with cur­rent cus­tomer needs Tim­ber­land has in­cor­po­rated dig­i­tal tech­nol­ogy in the store in­te­ri­ors to in­crease cus­tomer en­gage­ment with the brand. The large dig­i­tal screen at the front of the store fea­tures the cur­rent fash­ion col­lec­tions, while touch screens in mul­ti­ple lo­ca­tions in­store al­low the shop­per to learn more about the brand of­fer­ings - prod­ucts, in­no­va­tions, earth-keep­ers and com­mu­nity. The store in­te­rior con­cept is in­spired by the out­doors and is con­cep­tu­al­ized in a com­bi­na­tion of nat­u­ral ma­te­ri­als like stone

The Tim­ber­land Strat­ford store front ar­chi­trave is a free stand­ing two-story high iconic tree logo in­cor­po­rated into it as a mono­lithic art form and clad with a glass cur­tain

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