London store is first European “purpose-led” flagship for Timberland
04/12/2019
With live trees and a living green wall, the 2,594 square foot space reflects the recently-launched Nature Needs Heroes campaign.
“Carnaby Street is an iconic retail experience in London,” said Argu Secilmis, vice president of global marketing for Timberland. “This is where nature and fashion come together to create something fresh and bold in the marketplace. We are excited to engage with our community, immerse them in our brand experience, and build a movement together toward a greener future.”
The Carnaby Street flagship is one of three purpose-led stores opening around the globe this autumn (the others are in Philadelphia and New York City), and it will serve as a model for new store environments in the future.
Sustainability messages run throughout the store, bio-resin is used for mannequins, and large digital screens highlight the Nature Needs Heroes manifesto. Nature Needs Heroes recently launched as the brand’s biggest ever global campaign, with a commitment to plant 50 million trees around the world by 2025 and a call to action for “people everywhere to join the movement to be heroes for nature”.
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