Timberland US has opened the doors of its first specialty concept store: The Timberland Tree Lab.
Located in the King of Prussia mall in Pennsylvania, the experiential Tree Lab features carefully curated product collections and brand stories in a gallery-style setting that will completely change every six weeks.
The Tree Lab debuts with the theme Streetology – where versatile style for city streets meets hidden technology that’s been tested and proven for long days (and nights) in the city. Highlighting the Streetology launch will be the new men’s FlyRoam collection featuring the AeroCore energy system, as well as several new styles featuring SensorFlex comfort technology.
Upon entering the Tree Lab – which is tagged by the brand’s signature tree logo followed by the word “Lab” – guests will immediately sense that this is something new from Timberland. Sleek, angular design elements combine with minimalist product displays for a fresh and modern brand presentation.
Fun creative executions, like an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies. While testing the products in the Tree Lab, guests are invited to sample a local craft beer from Tröegs Independent Brewing (ages 21+) or enjoy a bottle of water that may one day be recycled into Timberland linings or shoelaces. And store associates, sporting custom Tree Lab hoodies, are always on-hand to help connect visitors to everything from the latest style trends to local city events. Every detail, down to the premium Tree Lab drawstring shopping bags, has been considered.
“A shopping experience today reflects a journey through a hyper-connected world that’s constantly seeking something new, and our stores need to deliver on that, every day,” said Kate Kibler, VP of Timberland US’ direct-to-consumer business in North America.
“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.”
Following the Streetology installation, in late September Tree Lab will transform virtually overnight into SHEvolution. The entire store will be dedicated to women, with a curated selection of boots and shoes that offer everything she wants without giving up anything. Feminine. Tough. Beautiful. Well-crafted.
Comfortable. On the heels of SHEvolution will be a holiday-themed installation, opening early November.
Tree Lab – the first of its kind in the world – is one of many initiatives Timberland plans to introduce this autumn. The brand plans to open a series of “flex retail” stores across the US, starting with a Mall of America location debuting on September 1. In addition, Timberland plans to open specialty stores in Stanford, CA at the Stanford Shopping Center (August 18) and in the heart of Portland, Oregon along popular Couch Street (September 1).
