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Timberland - Flagship store, Glasgow

True to its brand and its surroundings

We collaborated with global retailer Timberland, to design and deliver a new retail interior and brand experience as part of the European flagship store redesign programme. 

The Brief

As part of our long-term relationship with Timberland, we had previously updated the Barcelona store design. Timberland loved it so much that they came back and briefed us on a flagship store in Glasgow. The catch: it’s in a protected historic property right next to a true architectural icon, Charles Rennie Mackintosh’s Willow Tea Rooms. Our designs would need to respect and reflect the heritage of the building. As part of an overarching retail strategy, it also needed to build on the latest marketplace evolution and champion the authenticity of the brand and celebrate the architecture of this unique building.

The Insight

To remain relevant to the promiscuous, modern, multi-channel consumer, authenticity is vital. Respected brands are not only authentic to themselves and their consumers, but also to the environments they inhabit. Our designers and makers collaborated to find design solutions that reflected both the building’s heritage and Timberland’s brand authenticity in a way that added value to the consumer experience.

The Solution

Our design teams crafted and created a warm, authentic space using wood fixtures and fittings, brickwork, and neutral detailing to hero the Timberland brand while celebrating the building’s heritage and stunning architecture.

The entrance atrium brings the three product ranges together (men/women/children). Hero product placement showcases all three ranges, before separating the store into three distinct sections.

To prominently celebrate the brand heritage, we created a timeline graphic from coloured piping running up the staircase to tell the brand story and drive footfall upstairs. Rustic timeline panels were hung off this fixture, further adding to the overall feel of the store.

Outside, we updated the signage to new, hot-rolled steel with vinyl above the entrance and illuminated logos in the windows, this was designed to disrupt and engage with passing consumers.

Our production team and creatives collaborate to maintain the integrity of the brand and the architecture of the building to create an engaging retail space.