Timberland opens first new "Tree Lab" specialty concept store

Timberland has opened the doors to its first specialty concept store: The Timberland Tree Lab. Located in the King of Prussia mall in Philadelphia, Pennsylvania, the experiential Tree Lab features curated product collections and brand stories in a gallery-style setting that changes every six weeks. The first theme debuted is Streetology. Highlighting the Streetology launch will be the new men's FlyRoam™ collection featuring the AeroCore™ energy system, as well as several new styles featuring SensorFlex™ comfort technology.

Upon entering the Tree Lab, guests will notice sleek, angular design elements combine with minimalist product displays for a fresh and modern brand presentation. Fun creative executions, like an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies. Store associates, sporting custom Tree Lab hoodies, are on-hand to provide visitors a personable experience.

Timberland rolling out new retail concept initiatives

"A shopping experience today reflects a journey through a hyper-connected world that's constantly seeking something new, and our stores need to deliver on that, every day," said Kate Kibler, vice president of Timberland's direct to consumer business in North America. "The Tree Lab is more than just a place to shop — everything a consumer experiences from the moment they enter has been designed to enhance their visit, expand their horizons, and leave them with a great memory to go along with that beautiful new pair of shoes."

Following the Streetology installation, in late September Tree Lab will transform into SHEvolution. The entire store will be dedicated to women, with a curated selection of boots and shoes. The concept will be followed by a holiday-themed installation, opening early November.

Tree Lab is one of many initiatives Timberland will introduce this fall as part of its commitment to retail innovation and excellence. The brand plans to open a series of "flex retail" stores across the country, starting with a Mall of America location debuting on September 1st.

Photo: via PR Newswire