Timberland in Macy’s Herald Square

How do you install a brand-appropriate store-within-a-store concept for a rugged outdoor brand in an urban location? Very carefully. The Timberland footwear shop at Macy’s Herald Square targets young metropolitan consumers through a modern-urban store design that blends a city vibe with a nod to the great outdoors.

Natural-finished walnut displays are backed by black acrylic. Recycled stone conveys Timberland’s environmental philosophy. Black-and-white lifestyle photos of real people (rather than models) and images of the Manhattan skyline reinforce the product’s down-to-earth attitude. And a community bulletin board encourages interaction by allowing customers to post local concerts and events.

Client: Macy’s Herald Square, New York

Design: The Timberland Co., Stratham, N.H. – Bevan Bloemendaal, senior director, global creative services; David Curtis, senior manager, environments group; Jean Wood, fixturing manager; Amy Tauchert, senior visual merchandising manager; Janice Massey, store planning and events

Architect: LODA, Montreal

General Contractor: Dynamic Resources, New York

Outside Design Consultants: Synnott Imaging, Plainfield, Conn. (signage/graphics); Dynamic Resources (installation)

Fixtures: Fleetwood Fixtures, Leesport, Pa.

Flooring: Architectural Systems Inc., New York

Graphics: Synnott Imaging, Plainfield, Conn.

Lighting: Lido Lighting Inc., Deer Park, N.Y.

Photography: Mark Steele Photography Inc., Columbus, Ohio