Timberland’s retail space is designed to attract new customer using the technologically evolving product line of the brand, while retaining the iconic heritage it is known for. Our approach aimed to give a new unique language to the brand. This involved understanding the core brand values of Adventure, Flexibility and Nature and translating them into the architectural language of the store. Sliding screens act as flexible partitions which project different seasons and urban landscapes forming a maze inside the store. The dynamic maze creates a sensory experience (curiosity and adventure) amongst the clients and emotional environment for women (clientele the brand wants to boost). The customer journey tells the story of Timberland and its products. We also achieve an effective segmentation strategy to take the customer to the very end of the store, in order to increase sales.
