The pop-up exhibition showcase had to create an authentic link and act as an exclusive launch pad to Timberland’s ‘My PlayGreen’ initiative that supports the rejuvenation of public urban outdoor spaces, whilst engaging the core B&&B customer (Gen Next), by highlighting the important role of sustainability. It would also be where Timberland would unveil the new seasonal collaboration with prolific fashion designer Christopher Raeburn.
Key to the ‘Timberland Park’ concept was the creation of a space that instantly offered a change of pace to the chaotic nature of the fashion / lifestyle event; capturing the essence of an urban park, it had to be interactive and tactile to engage the senses, whilst creating naturally sharable moments.
Immersing all five senses in nature
We set about by mapping the potential journey of the festival goer, major consideration was given to human interaction and how we could engage all the senses as they navigated the different areas on the stand; the textures underfoot, the sounds of the park, the scents of freshly cut grass, the dappled light that would fall on the ground to catch the eye, the sensations and tastes of the refreshments.
Christopher Raeburn X Timberland
Over the 3-day show, Christopher Raeburn- famous for his considered fashion and carbon footprint- ran premium, hands-on, VIP workshops in a dedicated space in the Timberland Park, offering selected influencers, press and VIPs the chance to create their own bag using recycled, surplus parachute silks alongside Christopher and his talented team.
B&&B attendees also got to see and touch the key pieces from the new Christopher Reburn X Timberland collection, building hype and creating anticipation for when the collection drops in October.
An urban park, grown from the ground up
A multi-sensory, organic 180sqm eco-conscious park was born, inviting visitors to slow down and step into it’s own, unique foliage lined environment. Timberland Park was crafted with real grass and trees that had been tagged for return to their nursery post-event; dappled light fell on the floor, mimicking the movement of the trees; a bird song soundscape played overhead, the scent of freshly cut grass wafted through the air, and chilled recyclable cardboard cartons of water awaited the workshop participants.
Encapsulating the sensations of an outdoor oasis, the park was designed to be a calming haven nestled within the hustle and bustle of Bread&&Butter’s Berlin Arena. A relaxation area featured tents hanging from the trees for foot-weary visitors, offered moments of calm and escape, whilst ‘Earthkeepers’ messaging planted in the ground provided elements of discovery.
Creativity, interactivity and sensual engagement were key to the concept. ‘Tees and Trees’ workshops invited people to get hands-on with the brand; the more green-fingered visitors could roll up their sleeves and plant their own terrarium, encouraging tactile interaction to feel closer to nature, whilst the ‘2-minute tees’ workshop gave B&&B go-ers the opportunity to take away their own customised organic cotton t-shirt in a hessian bag. Both workshops could be accessed via an encouraged €5 donation to Timberland’s My PlayGreen Berlin fund at the ‘Tees & Trees Cart’.
Purposeful digital was integrated via the use of terminals that offered visitors opportunities for discovery in exploring a microsite on the brand’s sustainability initiatives and allowed them to sign up for news about the upcoming CR collection launch in stores, further encouraging dwell time.
to the stand throughout the 3 day duration of the show
Because they visited more than once
minutes and 28 seconds
was the average dwell time, however, over 800 people spent more than 30 minutes on the stand
were made in the 'Make a Tee' workshop
were lovingly cultivated