The workshop aimed at designing a retail space for Timberland, in two stores located in Milan. The objective of this project is to bring a new vision for the consumer journey in the Timberland store environment, with specific regard to a couple of specific issues: how to provide the new environment and attractive consumer experience for the women’s clients? How to emphasize two different product lines, Heritage and Technology, throughout a new consumer journey?
Winner Project: Sonam Chopra, Damaris Hernandez, Claudia Ortega, Arjun Singh Kohli, Akshita Sood.
Worldwide, Timberland stands as an icon of quality and as the pioneer of the first waterproof boot.The story of the iconic yellow boot is a beautiful legacy that we feel has been lost in translation in Timberland’s retail stores. Through our project we want to enhance the essence of the brand and accentuate the technological innovation that to us represents the future of Timberland.The current retail design is restricted in terms of aesthetic appeal and emotional connection with the consumers. Today people want a higher return on the investment of their time, since everyone has less time and they want to do more with it. What can the consumer do offline that they can’t do online?We want ‘[re]booting’ to be a means of transcending the iconic with hi tech innovation, through functionality and materiality. We want shopping at Timberland to be an immersive multisensory experience, allowing a connection with consumers in the physical realm while communicating Timberland’s brand identity. We want our store to narrate Timberland’s story; the past, present and the future.One that creates a lasting impression on the consumer, making them return to our store.