VMSD - February 2012 - (Page 36)
growing its appeal to women, says Bloemendaal. “The concept was created to engage the consumers at an emotional level, encouraging them to be inspired by the outdoors and to feel equipped with Timberland gear to get them out there and enjoy their outdoor experiences,” he says. A prototype store in London’s new Westfield Stratford City mall showcases that effort. To emphasize the brand’s rugged New England provenance, but within the confines of a mall, designers introduced a “box within a box” concept that frames the product on the inside while offering views to the outdoors through a series of apertures. The box, which is visible from the mall thanks to a double36 FEBRUARY 2012 | vmsd.com
height glass façade, serves as “an invitation to step into the outdoors,” according to David Dalziel, creative director at London-based design consultancy Dalziel+Pow, which worked with Timberland to create the interior. Illuminated landscapes line the perimeter with portals that allow views of outdoor experiences and landscape vistas. Skylights break up the timber ceiling and flood the space with daylight. An abstract black wooden tree, imitative of the Timberland logo and with branches that extend across the width of the 2500-square-foot store, acts as a frame that manifests Dalziel’s outdoors “invitation.” Throughout the Stratford location, designers uti-
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Table of Contents for the Digital Edition of VMSD - February 2012
VMSD - February 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
’tis the Season to Be Social
Dream Factory
Passport to the World
A Sharper Image
Showroom
Ad Index
Checking Out
VMSD - February 2012
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