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Form, Function and Sustainability

Timberland displays the essence of its brand in a newly opened New York global flagship.

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WHILE CELEBRATING THE 50th anniversary of its iconic yellow boot, Timberland (Stratham, N.H.) showcased its commitment to quality craftsmanship and passion for outdoor adventures by launching a 3524-square-foot global flagship in New York’s SoHo district.

The new store at 550 Broadway is a testament to the company’s 50-year heritage, product offerings and community values. “This store represents our dedication to the future of Timberland retail,” says Amber Bazdar, Director, Global Retail Design, Timberland. “As the global flagship, it serves as a love letter to the vibrant city of New York, embracing its energy and spirit. The store is thoughtfully designed to empower New Yorkers and the overall community to step outside, work hard and move the world forward.”

Form, Function and Sustainability 📷: Calen Rose

Timberland’s in-house design team collaborated with Rosie Lee Creative (London) to introduce several new components into its existing in-store model, including a custom ceiling grid system. This innovative feature allows for easy reconfiguration, catering to evolving business needs, brand activations and seasonal changeouts. It provides a dynamic and adaptable environment that can be tailored to different purposes.

The material palette embodies the essence of the Timberland brand, drawing inspiration from work, lifestyle and the great outdoors. Metal fixtures are a nod to New York’s iconic scaffolding, while white oak and OSB (oriented strand board) wood panels provide warmth and texture. The brand’s signature wheat color takes center stage on walls and as accents on fixtures throughout, and the application of Timberland PRO safety orange, long associated with hard work in outdoor environments, adds a sense of vibrancy and energy to the overall experience.

Form, Function and Sustainability 📷: TDM.SPACE/TOM MORGAN

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The 19th-century building has a rich history, having served as the original home in the mid-1850s to one of the most iconic jewelry brands. This historical connection adds a nostalgic charm to the space. The overall visual appeal of the environment is supported by the structure’s well preserved brick walls uncovered during demolition.

Embedded in the brand’s DNA is its unending commitment to sustainability. As such, they partnered with a mannequin manufacturer whose 3-D printing results in zero production waste. This cutting-edge manufacturing process also allows for the use of PLA (polylactic acid) as the material used for mannequin production. (Derived from cornstarch, PLA is a bio-based alternative that aligns perfectly with Timberland’s sustainable ethos.)

Form, Function and Sustainability ABOVE: Customization services in store allow shoppers to personalize footwear. 📷: TDM.SPACE/TOM MORGAN

The Shed, located in the rear of the store, offers an immersive customer experience with a dynamic personalization and customization bar. The original Shed in Timberland’s Stratham, N.H., global headquarters is a new in-house maker space where product designers and developers collaborate to bring new footwear concepts to life.

“In crafting this store environment, we considered every detail to create an immersive experience that resonates with our customers,” says Bazdar. “From the carefully curated product displays to engaging storytelling elements, the store reflects our brand’s unwavering commitment to our heritage in outdoor, work and lifestyle.”

PHOTO GALLERY (27 IMAGES)
📷 Calen Rose | TDM.SPACE/TOM MORGAN

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MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

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