Together with Timberland’s in-house Global Creative Services Group, Dalziel and Pow has developed a new global retail concept that re-imagines the brand experience. 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 first store opened at Westfield Stratford City in September 2011 and will be closely followed by sites in Singapore, China and the USA. Timberland Stratford is a 197 sqm store, with a two-story all-glass fascia. Portions of the iconic tree logo are used as monolithic art forms and form part of the storefront design. Customers walk under a canopy of seven metre-high tree structures, to interact with seasonal product.
The re-imagined retail experience has been designed as a ‘box within a box’, bringing the brand to life through an engaging and emotional approach. Designed as a freestanding timber structure, the ‘store’ frames the Timberland product on the inside, while offering a view to the ‘outdoors’ through a series of apertures. The landscapes lining the perimeter are illuminated, creating the notion of being inside the architectural shell, looking out. The New England outdoors is brought indoors through a sense of discovery, with portals allowing views of the outdoor experience that include landscape vistas, lighting, natural textures and materials. The connection to the outdoors is further enhanced by the use of daylight skylights, breaking up the timber ceiling.
Digital technology is part of the new concept. The oversized digital screen at the front of the store showcases the latest seasonal product and lifestyle outdoor stories, while touchscreens in multiple locations in-store provide the customer with the opportunity to interact with the brand in more of a twoway dialogue – learning more about the products, innovations, Earthkeepers and community. The interactive technology was developed together with the Apologue Experience Design Firm and Timberland’s in-house Global Creative Services group.
The overall environment intrigues and engages the customer, inspiring them not only with the great outdoors but also equipping them with the gear to get out and enjoy it. The design approach creates a unique visceral, emotional and personal connection through each touchpoint. From the architectural elements, materiality, visual merchandising and sales associates to the music being played, every detail is aligned to Timberland’s core brand promise of equipping you to make the most of your outdoor experiences.
Dalziel and Pow worked closely in developing this global retailconcept with Timberland’s teams, led by Bevan Bloemendaal, Senior Director, Global Creative Services, Timberland.