Form, Function and Sustainability

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.”

📷: 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.

📷: TDM.SPACE/TOM MORGAN

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.)

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

Eric Feigenbaum

Eric Feigenbaum is a recognized leader in the visual merchandising and store design industries with both domestic and international design experience. He served as corporate director of visual merchandising for Stern’s Department Store, a division of Federated Department Stores, from 1986 to 1995. After Stern’s, he assumed the position of director of visual merchandising for WalkerGroup/CNI, an architectural design firm in New York City. Feigenbaum was also an adjunct professor of Store Design at the Fashion Institute of Technology and formerly served as the chair of the Visual Merchandising Department at LIM College (New York) from 2000 to 2015. In addition to being the New York Editor of VMSD magazine, Eric is also a founding member of PAVE (A Partnership for Planning and Visual Education). Currently, he is also president and director of creative services for his own retail design company, Embrace Design.