Timberland opens first experimental pop-up store on Fifth Avenue, New York

By

Isabelle Crossley

Published
Oct 3, 2018

Timberland will launch its first experimental pop-up store at 511 Fifth Avenue in New York to celebrate its 45-year heritage through the lens of nature. The store will launch on October 16 with a VIP event and will be open to the public from October 19.

Timberland’s 3,500-square-foot pop-up store has been designed to clearly show the apparel, accessory, and footwear brand’s purpose: to encourage us to go outside and explore. The store features living trees, a living green wall of almost 2,000 plants, terrariums, and inside “weather moments” to create the feeling of being in the New England countryside where the brand was born.

Timberland has chosen tree and plant varieties native to New England and will donate the ten full sized birch fircus trees to be planted in New York after the pop-up store closes. The store also features ferns, moss, and other plants in terrariums interspersed throughout the space. These natural elements contrast with the store’s stone architecture and modern style metal table tops.

The store has different sections to correspond to different types of weather including a digital rain room and winter scene. This serves to promote the brand’s clothing, footwear, and accessories that are designed to withstand extreme weather.

"For 45 years, Timberland has inspired people to step outside – to pursue the outdoors with passion and purpose,” said Timberland’s global brand president, Jim Pisani, in a press release. “Now we're pushing the boundaries of what that can mean… With this new space at Fifth Avenue, we set out to create a haven where the community can experience the beauty and power of nature, right here in the city. This is our vision for the future; whether in New York, Milan or Tokyo, this store design will serve as inspiration for Timberland stores around the world for years to come."