VMSD - May/June 2020 - 32

greenery bring nature
indoors, immersing shoppers
in the brand's purpose.

32

MAY/JUNE 2020

|

vmsd.com

ABOVE A community table

in the center of the space
inspires shoppers to take
small, tangible actions to
better their worlds.

Co ur tes y o f Tim ber l and

TOP Living trees and other

In conjunction with that pledge, the brand
also undertook an effort to better align the retail
experience in its physical stores with this mission by creating a purpose-driven space. The
first of three purpose-led stores opened last fall
on London's famous Carnaby Street, followed
by locations in New York's Brooklyn and King
of Prussia, Pa., in the U.S. These three stores will
serve as the inspiration for new store environments moving forward.
At 2594 square feet, the Carnaby Street store
expresses its dedication to urban greening with
living trees, a full height living green wall and the
use of various biophilic elements throughout
the space. The greenery not only brings a piece
of nature to the city, it also creates an immersive
experience for the shopper, encouraging them
to explore and interact.
CSR pillars tell the sustainability story, educating consumers about the recycled materials and environmentally sensitive technologies
used in the production of Timberland products.
Full-height LED digital screens (more energy
efficient than LCDs) speak to the Nature Needs
Heroes manifesto and share IRL examples of
real people making real change. Even the mannequins are made from recycled materials from
industrial leftovers and bioresin.
"We are calling on real people, real heroes
to make a difference every day to create real
change," says Bevan Bloemendaal, VP Global
Environments, Timberland. "We tell their stories
throughout the brand retail experience in varying mediums, whether that is through the CSR
columns that celebrate our tree planting efforts
or the vitrines in our community tables that
bring them to life." 
Interactive elements include a central community table to teach shoppers about small,
tangible actions they can take to make a difference, along with a Design Your Own station that
invites visitors to create a personalized version
of the most iconic Timberland styles.
As consumers emerge from the lockdown
phase of the global pandemic and begin to seek
out brands they trust and places where they can
feel safe, Timberland's store design direction is
clearly positioned to accommodate this "new
normal." 


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VMSD - May/June 2020

Table of Contents for the Digital Edition of VMSD - May/June 2020

VMSD - May/june 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
Retail Rock Stars
Retail Design Firm Resource Guide: Top Design Firms
Coming Soon: The New Reality
This Is Planet Earth
Viral Necessities
Showroom
Ad Index
Checking Out
VMSD - May/June 2020 - VMSD - May/june 2020
VMSD - May/June 2020 - Cover2
VMSD - May/June 2020 - 1
VMSD - May/June 2020 - Contents
VMSD - May/June 2020 - 3
VMSD - May/June 2020 - From the Editor
VMSD - May/June 2020 - 5
VMSD - May/June 2020 - Vmsd Editorial Advisory Board
VMSD - May/June 2020 - 7
VMSD - May/June 2020 - The Goods
VMSD - May/June 2020 - 9
VMSD - May/June 2020 - 10
VMSD - May/June 2020 - 11
VMSD - May/June 2020 - Design Detail
VMSD - May/June 2020 - 13
VMSD - May/June 2020 - 13A
VMSD - May/June 2020 - 13B
VMSD - May/June 2020 - 14
VMSD - May/June 2020 - Retail Rock Stars
VMSD - May/June 2020 - 16
VMSD - May/June 2020 - 17
VMSD - May/June 2020 - 18
VMSD - May/June 2020 - 19
VMSD - May/June 2020 - 20
VMSD - May/June 2020 - 21
VMSD - May/June 2020 - 22
VMSD - May/June 2020 - 23
VMSD - May/June 2020 - Retail Design Firm Resource Guide: Top Design Firms
VMSD - May/June 2020 - Coming Soon: The New Reality
VMSD - May/June 2020 - 26
VMSD - May/June 2020 - 27
VMSD - May/June 2020 - 28
VMSD - May/June 2020 - 29
VMSD - May/June 2020 - This Is Planet Earth
VMSD - May/June 2020 - 31
VMSD - May/June 2020 - 32
VMSD - May/June 2020 - V1
VMSD - May/June 2020 - V2
VMSD - May/June 2020 - V3
VMSD - May/June 2020 - V4
VMSD - May/June 2020 - V5
VMSD - May/June 2020 - V6
VMSD - May/June 2020 - V7
VMSD - May/June 2020 - V8
VMSD - May/June 2020 - V9
VMSD - May/June 2020 - V10
VMSD - May/June 2020 - V11
VMSD - May/June 2020 - V12
VMSD - May/June 2020 - V13
VMSD - May/June 2020 - V14
VMSD - May/June 2020 - V15
VMSD - May/June 2020 - V16
VMSD - May/June 2020 - V17
VMSD - May/June 2020 - V18
VMSD - May/June 2020 - V19
VMSD - May/June 2020 - V20
VMSD - May/June 2020 - 33
VMSD - May/June 2020 - Viral Necessities
VMSD - May/June 2020 - 35
VMSD - May/June 2020 - 36
VMSD - May/June 2020 - 37
VMSD - May/June 2020 - 38
VMSD - May/June 2020 - 39
VMSD - May/June 2020 - Showroom
VMSD - May/June 2020 - 41
VMSD - May/June 2020 - 42
VMSD - May/June 2020 - Ad Index
VMSD - May/June 2020 - Checking Out
VMSD - May/June 2020 - Cover3
VMSD - May/June 2020 - Cover4
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