Popup expresses brand ethos by bringing outdoors in
TIMBERLAND | 511 5th Ave., New York City
completed October 2018
size 6000 sf
photos John Muggenborg
Contributing Shop! member: Visual Citi fixtures
This popup engages the community through social activations such as urban greening events, sustainability awareness, and product customization. The site’s existing 25-ft. high ceilings, ornate plaster detailing, bronze window surroundings, and limestone floor tiles serve as a backdrop for elements that tacitly express the brand philosophy.
Double- and triple-height features inspire awe. A tree-flanked fashion tunnel leads to outdoor imagery and oversized white neon signage at the back wall. Wrapped windows and scaffolding with branded graphics correlate with the interior of the store.
Segmented areas on the sales floor are punctuated with locally inspired flora and fauna. The 2,400-plus plants include a 30-ft.-long living wall, 12 native birch trees, ivy, and ferns. The living wall is a branded display, with large black and white lifestyle imagery “floating” in front.
Outpost areas showcase nature-inspired effects, telling product technology stories in stimulated, atmospheric environments. The snow room and the rain room simulate weather conditions. Lucite footwear displays keep the focus on the product and natural elements. The transparent material optimizes sightlines and natural light.