TIMBERLAND INTRODUCES NEW “TREE LAB” SPECIALTY CONCEPT STORE
Global outdoor lifestyle brand Timberland opened the doors to its first specialty concept store: The Timberland Tree Lab. Located in the iconic King of Prussia mall in Pennsylvania, the experiential Tree Lab features carefully curated product collections and brand stories in a gallery-style setting that will completely change every six weeks.
The Tree Lab debuts with the theme “Streetology” — where versatile style for city streets meets hidden technology that’s been tested and proven for long days (and nights) in the city. Highlighting the Streetology launch will be the new men’s FlyRoam collection featuring the AeroCore energy system, as well as several new styles featuring SensorFlex comfort technology.
Upon entering the Tree Lab — which is tagged by the brand’s signature tree logo followed by the word “Lab” — guests will immediately sense that this is something new from Timberland. Sleek, angular design elements combine with minimalist product displays for a fresh and modern brand presentation. Fun creative executions, like an oversized Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies. While testing the products in the Tree Lab, guests are invited to sample a local craft beer from Tröegs Independent Brewing or enjoy a bottle of water that may one day be recycled into Timberland linings or shoelaces.
“A shopping experience today reflects a journey through a hyper-connected world that’s constantly seeking something new, and our stores need to deliver on that, every day,” said Kate Kibler, vice president of Timberland’s direct to consumer business in North America. “The Tree Lab is more than just a place to shop — everything a consumer experiences from the moment they enter has been designed to enhance their visit, expand their horizons, and leave them with a great memory to go along with that beautiful new pair of shoes.”
Following the Streetology installation, in late September Tree Lab will transform virtually overnight into “SHEvolution”. The entire store will be dedicated to women, with a curated selection of boots and shoes that offer everything she wants without giving up anything. On the heels of SHEvolution will be a holiday-themed installation, opening early November.
Tree Lab is one of many initiatives Timberland will introduce this fall as part of its commitment to retail innovation and excellence. The brand plans to open a series of “flex retail” stores across the country, starting with a Mall of America location debuting on September 1. In addition, Timberland plans to open specialty stores in Stanford, CA at the Stanford Shopping Center (8/18/17) and in the heart of Portland, Oregon along popular Couch Street (9/1/17).
