Further along, the ‘store ingredients’ detail the eco-friendly and reclaimed products used to build the store. More than 85% of the materials within the store have served other purposes in a previous life, with salvaged props and wood from reclaimed or sustainable sources used in flooring and merchandising furniture.
The store uses a variety of mid-floor fixtures at different heights including; display tables made up of timber stacks with changeable tops as well as different sizes and heights of tables and reclaimed items of furniture, all of which can be mixed and matched and moved around the store to subtly change product displays.
Wooden (paralam) beams overhead draw consumers to the heart of the store and the main footwear display. This area incorporates two feature walls, to the right, clad in Timberland original boot leather, is the curved footwear wall, with the key footwear display, which uses a specially designed display bracket, allowing footwear to be merchandised at any angle, with large scale seasonal graphics depicting the great outdoors.
The ‘shoe-lath’ wall, which is made up of vintage shoe-laths, set against a hot rolled steel back panel allows for the relaxed and versatile visual merchandising of footwear, clothing and accessories.
As with other stores, local history has been referenced. At the Westfield store, historic photography and graphics adorn the walls around the changing rooms, paying homage to the 1908 Olympic stadium that formerly stood on this site. While the walls of the spacious changing rooms are covered in large scale graphics, inviting customers to try on clothes surrounded by trees or snow covered mountains.
Bringing consumers back towards the front of the store is the cash desk with its raw handcrafted feel. The desk is carefully constructed out of layers of timber and leather off-cuts and is set against a backdrop of reclaimed doors.
“This store provides a perfect example of what we stand for as a brand. It reflects our heritage in craftsmanship; our relationship to the outdoors; as well as our environmental values in action. The store front and ‘Market Place’ interior design represents Timberland’s iconic landmark in the retail world,” says Ales Kernjak, Timberland’s Head of Store Design and Visual Marketing.