Timberland’s “Purpose-led” Carnaby Flagship

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As an outdoor, wannabe pioneer brand, you’d expect Timberland to be big on things environmental and making more of what we have and the relocated store in central London points towards this. Just opened and with a design by consultancy Dalziel & Pow, it has moved from a high-profile position on Regent Street, to a site on the (probably) more fashion-led Carnaby Street.

And this one is being billed as “purpose-led”, meaning in this instance a store that seeks to make good on the brand’s campaign “Nature needs heroes”. In-store this translates as a living wall, a personalisation station and potted trees. Much is also made of the fact that the lighting in the store is intended to mimic natural daylight, of which there is already a fair quantity, thanks to a large window.

Externally, the windows are framed by an abstracted version of the Timberland logo, making it one of the better-looking stores along the strip. Two more “purpose-led” stores are set to open in Philadelphia and New York, before the year comes to a close.