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Timberland unveils new experiential store format


Timberland has opened a new concept store that will be completely transformed with a new theme and products every six weeks.

Called Timberland Tree Lab and located at King of Prussia mall, King of Prussia, Pa., the new store emphasizes storytelling and features curated product collections in a gallery-style setting. Sleek, angular design elements combine with minimalist product displays for a fresh and modern brand presentation. Fun displays, including an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies that go into the product on display.

While in the Tree Lab, shoppers can also 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. The store associates, sporting custom Tree Lab hoodies, are on hand to connect visitors with everything from the latest style trends to local city events.

Tree Lab's opening theme is called Streetology, and is described as "where style for city streets meets hidden technology that's been tested and proven for long days (and nights) in the city." It showcases Timberland's new men's FlyRoam collection.

In late September, Tree Lab will be ramped with an installation called SHEvolution. The entire store will be dedicated to women, with a curated selection of boots and shoes. A holiday-themed installation will open in early November.

"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," said Kate Kibler, VP of Timberland's direct to consumer business in North America.

Tree Lab is one of several initiatives Timberland plans to introduce this fall. The brand also plans to open a series of "flex retail" stores across the country, starting with a Mall of America location debuting on Sept. 1. In addition, Timberland plans to open a specialty store in mid-August at the Stanford Shopping Center, Stanford, California, and one in the heart of Portland, Oregon, on Sept. 1.

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