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Design showcase: Timberland flagships set template for future openings

Fashion brand Timberland is highlighting its environmental credentials in a relocated and redesigned London flagship store.

Worldwide, the store is one of three purpose-led stores opening this year – the others are in Philadelphia and New York – which will provide a model for future store developments.

All of the flagships including the new London store have been designed by Dalziel & Pow, as part of a project that has seen the London store move from Regent Street to nearby Carnaby Street.

Measuring 241 sq m (2,594 sq ft) the store highlights Timberland's Nature Needs Heroes campaign – which involves a commitment to plant 50m trees by 2025 – and its wider drive for sustainability. The brand, owned by VF Corporation, describes the store as having a 'natural but urban materiality' that encourages customers to interact and explore.

A number of recycled materials have been employed in the store, for example to construct the mannequins. Pillars throughout the store have been used to deliver CSR (Corporate Social Responsibility) messages about sustainability, educating consumers on recycled materials and technologies used in Timberland products.

Potted trees and a full height living wall emphasise Timberland's commitment to the environment.

At the store opening last week the brand premiered Concrete Green, a documentary it has made in collaboration with MTV, London National Park City, and musician Loyle Carner.

“Carnaby Street is an iconic retail experience in London, and the perfect location for Timberland to reveal our new purpose-led retail store,” says Timberland vice president of global marketing Argu Secilmis. “This is where nature and fashion come together to create something fresh and bold in the marketplace. We are excited to engage with our community, immerse them in our brand experience, and build a movement together towards a greener future.”

The store stocks footwear, clothing and accessories ranges for men, women and children, and include a DYO (Design Your Own) station where customers can create bespoke versions of some of Timberland's most popular ranges. Drawers of sample materials and rolling digital content are provided for inspiration.

Large windows provide as much natural light as possible, while the lighting system in the store has been designed to mimic daylight as closely as possible.

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