Bas van Koll
About Me
550 Broadway is more than a store. It is a flagship, a community hub for NYC. A functional and flexible space that changes with the brand's expressions, product offerings, talks, workshops, and customer needs. In collaboration with the Rosie Lee Group, we created an environment that reflects Timberland's bold brand.
The store concept expresses the brand's mission, "Inspire and equip 'Adventures Doers' to step outside, work hard together, and move the world forward", which is rooted in work and the outdoors.
The store design is inspired by street elements and construction work environments. The design is functional, raw, and bold in shape and materials. Built on a grid, the store can be reconfigured for ever-evolving product stories and community events thanks to a flexible fixture system inspired by New York City scaffolding and its versatile fixture parts.
Sustainability is core to Timberland's commitment to the environment and key to the store's design process. There are 3D-printed mannequins created from Poly Lactic Acid, a bio-based material made from cornstarch; OSB wood panels are made of 100 percent recycled material; the white oak is from 90 percent recycled wood; the metal fixtures from recycled materials, and LED lighting was used throughout the space.
The flexibile design of the space allows for ever-changing brand expressions, merchandising, brand campaigns, events, and guest curation. Physical and digital storytelling happens throughout the store around Timberland's rich history of its icon designs, product innovations, and the brand's cultural ties to NY.
Then store design and product merchandising experiences are digitally extended. Consumers can scan QR codes on product high-lighters with their mobile devices to learn about a product or connect to digital services. And for convenience, products that customers pre-order online can be picked up in-store from a locker.
The program is intended to build a true community of Timberland fans. It offers members benefits such as early access to products and sales, in-store boot cleaning, free standard shipping, and birthday discounts.
Photo credit: Tom Morgan https://tdm.space/
550 Broadway boosts a customization space, The Shed. The Shed design is inspired by workshops and workbenches. Here, customers, who sign up for Timberland's membership program, can have their shoes or clothing personalized through laser etching, heat pressing, and embroidery on any purchase for free.
The Timberland staff are integral to building the local community and are tapped into the city's culture. A community board provides an overview of activities such as workshops, talks, styling sessions, city hiking excursions, and product launch events.
