Step into the Outdoors
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