Timberland’s new London flagship makes
strong statement for sustainability
TIMBERLAND | Carnaby Street, Soho, London
completed November 2019
size 2,594 sf
photos Giuliano Berarducci
Dalziel & Pow design
Timberland’s relocated London flagship makes the brand’s values transparent. In addition to inspiring and equipping consumers to engage in outdoor activities, the urban-oriented store celebrates Timberland’s dedication to operating sustainably. The concept fuses nature with fashion, with potted trees, a full-height living green wall, and natural elements throughout.
Corporate social responsibility (CSR) pillars punctuating the bright, modern setting explain the recycled materials and responsible technologies that produced the wares. Pre-consumer recycled materials contribute to the fresh, contemporary feel, while bioresin mannequins showcase merchandise. Subtle lighting emulates natural daylight, which is also brought into the store through large windows. A mirrored tree, inspired by the brand’s logo, forms a decorative column.
Customers can customize the most iconic Timberland styles at the Design Your Own station. Drawers containing material samples provide a close look at customizing options, and rolling content on digital screens inspire personalized looks.
The store supports the launch of Nature Needs Heroes, a Timberland commitment to planting 50 million trees around the world by 2025. The campaign encourages young people to join the movement to be heroes for nature. Full-height digital screens show stories of people effecting change, while a central community table offers tangible, small actions that can make a big difference. The space hosts workshops to teach guests how to live more sustainably.
Rather than an evolution of a previous concept, the design sets a new benchmark for Timberland stores. Initially prototyped in VR to show a design meant for Europe, the concept has been requested by Timberland regions worldwide and has been scaled for various formats and budgets. Initial customer surveys found an overall positive reaction to the new design. After visiting, customer perceptions that Timberland is modern, bold and nature-inspired had increased the most, with perceptions of the brand’s sustainability also rising.