Imagine experiencing nature, wilderness and the great outdoors within a confined space, in a shopping mall. Where some may say that is impossible, Timberland stepped up to the plate and unveiled a new retail concept on Friday, that brought the outdoors indoors. The newly unveiled 2,400 sq ft store is the first of its kind in Asia to showcase the unique concept of the outdoors indoors, better known as ‘box within a box’. Following this concept, being in the new store emanated a sense of being in the great outdoors albeit with the privilege of air-conditioned comfort. Timberland’s advocacy towards the environment, sustainability and ruggedness was clearly reflected in this creative retail space. The in-house creative service group at Timberland decided to create an emotional connection between the customers and the outdoors through incorporating the use of natural textures and materials, such as wood veneers that layer the walls as well as natural daylight skylights, to reinforce the New England ruggedness and feel. Venture into the store and take in the landscape backgrounds behind the wooden “windows”; that’s none other than New England. The store lights were switched off for a couple of minutes while the daylight skylights illuminated the landscape behind the wooden veneers and voila, you’re in a wooden cabin tucked away in the wilderness. The audible gasp of awe from the guests present was proof of the success of Timberland’s intention to bring the outdoors to VivoCity. It was a power packed launch of the new retail space with Timberland unveiling new technologies and concepts for their customers.
Juxtaposed against the digital additions instore; the 42 inch touch-screen (think giant ipad) and 2 smaller touch-enabled screens located at opposite ends of the store, customers are guaranteed a unique experience of being connected digitally and to nature. These digital features showcase Timberland’s key products, green technologies and brand stories. For instance, a short lifestyle video of Timberland’s treeplanting efforts in China gives customers a better sense of what Timberland does outside the manufacturing of quality merchandise. The story-telling therefore allows customers to understand the brand’s DNA and fosters a two-way dialogue where the company gets to speak directly to its customers in a retail space. The uniqueness and creativity of the entire retail concept and its applicability in this day and age shows just how much thought has gone into developing a retail concept that will not only engage Timberland’s customers but connect them at a deeper level to the ruggedness and beauty of the outdoors.
Another fantastic addition to the store is the DYO station. The store assistants were eager to help and really polite providing guests with one live demonstration after another at not only the DYO station but the 3 digital screens as well. Basically, the DYO allows customers to customise their Timberland boots or shoes right down to the tiniest detail. If you’re a sucker for customisation, this is bound to get you hooked. Not only are the materials top-notch, namely the waterproof leather, sturdy rubber outsoles and exclusive anti-fatigue technology, comfort, durability and even exclusivity is now guaranteed. One would be hard-pressed to find an exact same pair along the streets of sunny Singapore with 11 styles to choose from in hundreds of different combinations of colours and materials.
Timberland also chose this auspicious day to launch their Spring/Summer 2012 collection. The theme was going back to the water. As is the case with all Timberland merchandise, the company has incorporated the use of robust and innovative materials with technology that can keep one extra dry in wet weather conditions. The Earthkeepers Front Country Travel footwear collection is designed specially for comfort and water repellency. Grab those Earthkeeper shoes and a jacket made from materials like Epic by Nextec and you’re all ready for a walk on the wild side!
Wharf Coat with Epic by Nextec
Waterproof Stratham Cargo Bomber Jacket
Stratham Heights Mary Jane
Stratham Heights Low Lace Boots
EK Front COuntry Travel Sport Oxford
Special thanks to Huntington Communications for the invitation!
Image credits: Huntington Communications
