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The concept showcases Timberland’s bold identity through dynamic product displays that elevate its offerings as icons. Signature materials and rich textures highlight the brand’s elevated craftsmanship, creating immersive moments that encourage customers to explore and discover products tailored to their lifestyles.
The Shanghai flagship is the first store to bring this vision to life. The space merges the brand’s rugged, durable identity with urban sophistication. Timberland’s iconic yellow boot is celebrated as an icon of durability and innovation. Minimalist displays spotlight classic and new collections, while signature brand elements, including wheat-colored leather, the tree logo, and signature stitching, are integrated throughout.
“This flagship is a milestone for the Timberland brand in APAC and a key step in our strategy of retail elevation,” said Marco Pavoncelli, Vice President APAC Marketplace. “This new concept enhances our credibility, strengthens our market presence in China and across APAC, and delivers an elevated customer experience. It positions us to open new doors, expand market penetration, and reinforce our brand appeal.”
The Shanghai flagship sets a new standard for Timberland’s retail strategy as the design concept rolls out globally, marking a pivotal moment in the brand’s journey toward continued growth in key markets.
To help the brand achieve global consistency while embracing local nuances, YourStudio designed the concept as a modular “kit of parts”—a flexible system allowing each store to deliver a bespoke Timberland experience, tailored to its location.
Timberland Reimagined
Bridging the Global Store Concept for Local Impact
For Timberland, the iconic outdoor brand, we were tasked with crafting a bold retail experience to connect with customers worldwide and unify the brand’s global fleet. The concept speaks to the authentic roots of Timberland, whilst being designed to adapt for specific regional needs.