The Timberland store design project in Barcelona, forms and integral part of an overarching strategy where Timberland have engaged Green Room to design and develop an International ‘marketplace’ concept for delivery across stores within the retail estate. The first realization of this new concept was applied at the new Timberland store in Barcelona, where Green Room was responsible for both design and implementation.
Green Room was awarded the Timberland store design brief following a series of successful design projects for the brand, including high profile window and in-store displays at the brand’s flagship stores in London, Milan, Paris and Munich.
The main challenge put to Green Room in developing the marketplace concept was to evolve the existing Timberland store design format, whilst retaining the authenticity of the brand while providing greater flexibility across different territories/markets, a greater use of layering to give a sense of ‘lightness’ in store, creating a visual and sensory shift within store, and facilitating emotional storytelling through product and lifestyle displays.
The concept developed by Green Room’s design team combines a number of standardized and localized retail principals, supported by a tiered store execution strategy, including the introduction of flexible elements to help hero product and enable storytelling, enhancing the overall store environment for each new Timberland store and making use of visible construction details to help emphasize Timberland’s 40 year heritage, authenticity and craftsmanship, incorporating locally sourced props to create feature pieces relevant to each region.