Timberland opens new-look flagship store
Dalziel and Pow has designed a new flagship store for Timberland on London’s Regent Street, which aims to cement the brand’s position as an ‘outdoor lifestyle label’.
The new look 500m2 store is spread over two floors on a site that has been occupied by Timberland since 2008.
It features a dedicated footwear area and a ‘brand experience room’, which allows shoppers to customise their purchases on-site.
Customers can make their own boots using unique studs, patches and coloured laces. Two days each week a laser machine is on-site to ‘tattoo’ initials and designs onto the leather and once a month an artist in residence will be chosen to create new designs for the shoes.
Dalziel and Pow says all elements of the store are handmade, with many coming directly from the brand’s birthplace in New Hampshire, USA. The store also features repurposed construction elements and recycled materials.
Timo Schmidt-Eisenhart, president of Timberland EMEA, says, ‘The new-look Regent Street store allows our customers to enjoy Timberland in a unique environment, designed to convey the complete brand experience.’
Dalziel and Pow was appointed to work on retail designs for Timberland in 2011.
Its first project for the brand was a ‘box within a box retail experience’ at Westfield Stratford City in east London, which opened in September 2011 and aimed to ‘[bring] the New England outdoors indoors.’
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