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Timberland's New York showroom embraces the nature of the brand

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Timberland’s New York showroom sits in a loft high above a busy street of shops, restaurants and artist galleries – hardly the way to convey the natural, outdoorsy message of the brand.

“We wanted the space to inspire others on their own personal journeys,” says Bevan Bloemendaal, senior director of global creative services. “We wanted to do more storytelling about the brand, appealing to all the senses.”

The new, redesigned space, done in collaboration with Whole-Brained Creative (Granville, Ohio), now welcomes buyers with a blend of natural elements and urban sophistication.

The concept boils nature down to textures, patterns, shapes and materials, blending the beauty and simplicity of rock, metal, wood and glass with authentic raw materials.

But the redesign was not just an aesthetic assignment. “We had functional issues as well,” says Scott Sommers, president of Whole-Brained. “We wanted to create workable solutions that saved money and energy.”

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One challenge was designing flexible fixtures that were interesting to look at when not fully merchandised. Whole-Brained’s solution was large, free-floating tree branches that hold weathered wood shelves hung from leather straps, to feature selected seasonal outfits and merchandise.

Some of the smaller showrooms got new fixtures that efficiently combine high-capacity and flexible graphic panels. The wall systems hold more SKUs than the previous shelves. Mobile presentation units aid in selling focused collections.

Cairns made of field stones provide direction through the space. A wall fountain adds the sound of falling water. The terrace is lined with a planter atop the concrete railing and planted with hardy native grasses.

“The finished space now represents a journey through nature and the Timberland brand,” Bloemendaal says. “It’s a modern expression of the timeless elements that make up our world and Timberland products.”

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Client: The Timberland Co., Stratham, N.H.

Design: Whole-Brained Creative, Granville, Ohio

Architect: LeClere Associates Architects, New York

General Contractor: Ryder Construction, New York

Fixtures/Furniture/Lighting/Signage/Graphics: National Mallfront & Design, Phoenix

Audio/Visual: Corporate AV Solutions, Walled Lake, Mich.

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Wallcoverings/ Materials: Optic Nerve, Columbus, Ohio

Photography: Jirair Tcholakian, New York

 

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