Timberland On Fifth Avenue

Timberland, known far and wide for its seminal yellow work boot and passion for the outdoors, opens its first heuristic pop-up store on Fifth Avenue and 43rd Street. The concept store follows Timberland's 45-year legacy through the agency of nature. Live trees, natural earth terrariums, an enormous living green wall, and experimental weather stages animate visitors to welcome the green earth in the city.

The 3,500-square foot space at 511 Fifth Avenue is a fresh phrasing of Timberland's intention, inviting city dwellers to step outside. Guests are directly transported into the outdoors, and the New England landscape where the company is rooted. Ten mature birch and ficus trees deliver the first twinkle of acquiring the outdoors. In line with Timberland's perennial duty to urban greening and forestation, the trees will be moved to a perpetual site in New York City later this Fall.

Amidst the trees, natural earth terrariums of ferns, moss, and other native New England plant species lead visitors on their journey. A splendid organic green wall of 2,000 plants harmonizes with the stone architecture for a fresh take on alfresco. An interactive digital rain room and a blustery winter setting enliven guests to welcome the outdoors. Product assortments emphasizing waterproof protection, warmth, and style are coupled with each experience.

The components in the space are finely articulated. Bespoke reclaimed natural wood and metal table tops, custom benches, and rails are on loan from Cleveland Art. Incredible landscape photographs by Albert Dros line the walls. From the street, passers-by have an open view into the store environment via eight floor-to-ceiling windows. These are embellished with modern pictorial aspects of nature's elements: wind, water, earth, and sky.

'For 45 years, Timberland has inspired people to step outside – to pursue the outdoors with passion and purpose. Now we're pushing the boundaries of what that can mean', said Jim Pisani, global brand president at Timberland. '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.'

Timberland on Fifth Avenue opens with a choice from the Fall 2018 assemblage. Special releases, designer alliances, outerwear, and accessories for the cooler months ahead. Also, the extraordinary Timberland Boot Company® and American Craft collections, a criterion of modern craftsmanship and style. The store's prime windows are dedicated to showcasing the Fall women's collections Sutherlin Bay and Courmayeur.

Timberland will commemorate the Fifth Avenue debut with a series of events starting October 16th. An awesome Timberland Classic Boot and pop-up park in the Flatiron District, an Urban Greening affair at the Thomas Jefferson Recreation Center in Harlem, and a private VIP gala launch. The festivities peak with a nonstop fete at the store on Friday, October 19th. Open to one and all, giving center stage to product giveaways, crafting stations, entertainment, and much, much, more.

'Consumers today are looking for experiences with brands. They want to make an emotional connection, not a transaction', said Argu Secilmis, vice president of global brand marketing for Timberland. 'Whether they are visiting our Fifth Avenue store, pledging to take a small but meaningful green action, or rolling up their sleeves to help us create a living rooftop in Harlem, we are excited for the community at large to join the Timberland community this Fall.'

The Fifth Avenue store is one of seven 'flex retail' stores opening across the United States for the Fall and Winter seasons, with three in New York, three in Los Angeles, and one in Miami.