To design an immersive store concept for a pop-up space on 5Th Avenue, New York, in line with the brand’s new creative direction. To deliver a radical change to the brand’s retail experience.
We reimagined the Timberland retail experience, focussing on three design pillars: Outdoors in: replacing the brand’s industrial environments with a contemporary, immersive setting inspired by nature. Outposts: integrating locally-inspired elements including Flora, geology and materials and using them as a backdrop for product displays. Following the pop-up, these elements were re-purposed for the local environment, creating a legacy beyond the store. Community: the space was designed as a meeting point, where the brand hosted influencer and community specialist events to inspire visitors. Following the event, guerrilla was asked to facilitate the rollout of the design concept across further locations for the brand.