To beef up brand recognition of its boots, Stratham, N.H.-based Timberland has implemented a new design for its store-within-a-store concept at a Parisian store in Birmingham, Ala. The design, a collaboration between the Boston office of the Worthington, Ohio-based Fitch Inc. and Timberland's own design team, takes a minimalist approach, featuring natural wood fixturing, flooring and displays that echo the company's heart and sole. Many of the displays and fixtures lessen their environmental impact by performing two jobs. For example, the dual-colored fixtures reflect autumnal and spring color palettes.
Additionally, solid ash wood is used for fixturing because it's a sustainable resource. Many of the fixtures and displays are fabricated from recycled barnboard. A shadowbox display features story-telling panels with graphics and copy that relay Timberland's history, philosophy and commitment to community service. Project manager Christian Davies of Fitch says, “Consumers in the nineties are all about aligning themselves with brands they believe in, and this is Timberland's opportunity to get its message across with wit and humor.” The company plans to extend the shop-in-shop concept to other product lines. But for now, 17 of Timberland's “boot camps” are currently installed in athletic, department and independent stores, with an anticipated 70 to be in place by the end of the year. Additionally, some type of display and signage from the new design will appear in more than 3000 stores.
Design: Fitch Inc., Boston — Christian Davies, creative director and program manager; Pam Dull and Alicia Taylor, designers; Steve Pottschmidt, implementation; Amy Ballman, Erica Brown and Annette Arnheim, co-ops Timberland, Stratham, N.H., Concept Team — Jeffrey Swartz, president and ceo; Ken Pucker, Ken Freitas, Scott Briggs and Lisa Macpherson, senior management steering team; Theresa Fisher, Stacey Boyle, Susan Kelley, Clare Spofford, Louise West and Andrew Dawson, design team Fixturing: MG Concepts, Central Islip, N.Y.; National Mallfront & Design, Peoria, Ark. (water-pump technology); Design Fabricators, Lafayette, Colo. (fixture concept prototype) Flooring: Amtico Intl. Inc., Atlanta General Contractor: Construction One Inc., Columbus, Ohio; FPI Services Inc., Dallas (installation) Graphics: Aperture, Boston Lighting: Lighting Management Inc., New York City Photographs: Mark Steele, Fitch Inc., Worthington, Ohio