Celebrating Outdoor Lifestyle
Timberland, a brand hailing from New Hampshire, USA, dons a renewed look and gushes its new identity -- positioning as an outdoor lifestyle brand. Its store in the heart of LondonRegent Street- undergoes a makeover to show the new face of Timberland.
Adapting to customers is a vital to any brand. Timberland started off as a predominantly boot company and later on ventured into lifestyle merchandise as well. Timberland views its customers as people who splurge on their lifestyle and this comes through clearly in the brand’s Regent Street store. In the midst of a revamp, Timberland pays close attention on its brand DNA. The fact that the brand was originally a shoe-making company is reflected in the different facets of the store. A fresh attitude, a tribute to heritage, a stylised atmosphere and a signature of authenticity pretty much objectify the store. The store front display itself is a peep hole to the new saga unfolding at Timberland. “Bringing the outdoors into the city” are the introductory words. Depiction of the London Eye on a bed of artificial lawn with complementing props creates an imagery of what outdoor means to the city of London. The window display, although temporary, proves apt to introduce the make-over at Timberland. The 500 sq mt store set across two levels houses men’s, women’s and children’s collections. Adhering to the essence of the brand, the shoes’ category is taken to a whole new level. The purchase of shoes at Timberland is an experience by itself. The dedicated footwear area serves as a brand experience room where the customer can opt to have his own boots made using unique studs, patches and an array of laces to choose from. Also, if the customer happens to come to the store on the two specific days of the week when the laser machine is on-site, he can have his own tattoo on his boots. The store will also serve as a venue to showcase upcoming illustrators and graffiti artists. Although rooted in tradition, the store caters to the modern day customer and his preferences. The props depict the roots of the brand -the American town of New Hampshire, but