As part of the brief for their new store at Westfield London, Timberland challenged Checkland Kindleysides to bring the brand’s iconic tree logo to life and show their environmental values in action. Taking cues from the Timberland logo and the dynamic tree-like roof supports which form the architecture of the centre, we created a lattice of reclaimed timber branches that stretch the full 25m length of the side elevation, the 11m storefront and the 8.5m height of the store, wrapping the store in the brand’s iconic logo. The façade creates such a strong brand statement that the fret cut steel signage merely acts as endorsement that this is Timberland.
The structure creates interesting views into the store and the expanse of unusual shaped display windows allow almost every item of footwear to be showcased in a simple framework. While in the windows at the front of the store, displays are set against crafted, repurposed furniture and props.
The 3.5m doors, constructed out of salvaged planks, open wide to flank the entrance and welcome consumers into the store. At the front of the store glass and slate topped display tables showcase the latest footwear and clothing ranges from Timberland. Above, a reclaimed beam allows for intriguing merchandising and lowers the focus in this 4m high store.
The store is navigated by gender, signposted with graphic imagery, with womenswear located on the left of the store and menswear to the right. To the centre of the store is the ‘community totem’ dedicated to telling how Timberland helps and supports community and environmental projects, such as reforestation (over 700,000 trees have been planted so far) and other community activities and projects like ‘serv-a-palooza,’ earthday. (Timberland’s environmental community service day.)
Further along the ‘store ingredients’ detail the eco-friendly and reclaimed products used to build the store. More than 85% of the materials within the store have served other purposes in a previous life, with salvaged props and wood from reclaimed or sustainable sources used in flooring and merchandising furniture.
The store uses a variety of mid-floor fixtures at different heights including; display tables made up of timber stacks with changeable tops as well as different sizes and heights of tables and reclaimed items of furniture, all of which can be mixed and matched and moved around the store to subtly change product displays.
Wooden (paralam) beams overhead draw consumers to the heart of the store and the main footwear display. This area incorporates two feature walls, to the right, clad in Timberland original boot leather, is the curved footwear wall, with the key footwear display, which uses a specially designed display bracket, allowing footwear to be merchandised at any angle, with large scale seasonal graphics depicting the great outdoors.
The “shoe-lath” wall, which is made up of vintage shoe-laths, set against a hot rolled steel back panel allows for the relaxed and versatile visual merchandising of footwear, clothing and accessories.
As with other stores, local history has been referenced, at the Westfield store historic photography and graphics adorn the walls around the changing rooms, paying homage to the 1908 Olympic stadium that formerly stood on this site. While the walls of the spacious changing rooms are covered in large scale graphics, inviting customers to try on clothes surrounded by trees or snow covered mountains.
Bringing consumers back towards the front of the store is the cash desk with its raw handcrafted feel. The desk is carefully constructed out of layers of timber and leather off-cuts and is set against a backdrop of reclaimed doors.
“This store provides a perfect example of what we stand for as a brand,” commented Ales Kernjak, Timberland, Head of Store Design and Visual Marketing. “It reflects our heritage in craftsmanship; our relationship to the outdoors; as well as our environmental values in action. The store front and ‘Market Place’ interior design represents Timberland’s iconic landmark in the retail world.”
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