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10/02/2018

Timberland pops up on Fifth Avenue with experiential concept

Timberland has brought a little bit of the outdoors to the city with a store design that will serve as an “inspiration” for future locations.

The brand opened a pop-up on Manhattan’s Fifth Avenue (at 43rd Street) that is designed to reflect its 45-year heritage through the lens of nature. The space features living trees, natural earth terrariums, an over-sized living green wall and experiential weather moments.

Upon entry into the 3,500-sq.-ft. space, shoppers are transported into the outdoors, and the New England region where Timberland was born, via the sight of 10 full-sized, birch and ficus trees. (In line with the brand's longstanding commitment to urban greening, the trees will be donated and given a permanent home in New York City later this fall.)

Amid the trees, natural earth terrariums comprised of ferns, moss and other native New England plant species lead shoppers along their retail journey. The living green wall, featuring nearly 2,000 plants, blends with the stone architecture for a modern take on the outdoors. The space includes a series of weather experiences, including an interactive digital rain room and a blustery, photo-ready winter scene. Key product collections are paired with each of the experiences.

The fixtures in the space seamlessly blend with the environment while also making a statement. Bespoke reclaimed natural wood and metal table tops, custom benches and rails are on loan from Cleveland Art. The walls feature landscape photography by Dutch photographer lbert Dros. From the street, passers-by have an open view into the store environment, via eight floor-to-ceiling windows that are accented with modern graphical expressions of nature's elements: wind, water, earth and sky.

“With this new space at Fifth Avenue, we set out to create a haven where the community can experience the beauty and power of nature, right here in the city,” said Jim Pisani, global brand president, Timberland. “This is our vision for the future; whether in New York, Milan or Tokyo, this store design will serve as inspiration for Timberland stores around the world for years to come."

The Fifth Avenue store is one of seven "flex retail" stores opening across the U.S. for the fall and winter season. The locations include three in New York, three in Los Angeles and one in Miami. In addition, Timberland is opening a permanent store this week, in Mall of America, Bloomington, Minn.