Similar to Story, a New York-based retail concept that completely transforms with a new theme every few months, Timberland is introducing Tree Lab, a transformative format that will feature curated collections every six weeks at the King of Prussia mall in King of Prussia, PA. Shoppers can also sample local craft beer from Tröegs Independent Brewing or enjoy a bottle of water that may later be recycled into Timberland linings or shoelaces.
“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,” states Kate Kibler, vice president of Timberland’s direct to consumer business in North America.
Tree Lab’s debut theme is Streetology: “Where style for city streets meets hidden technology that’s been tested and proven for long days (and nights) in the city.” It showcases the company’s new men’s FlyRoam collection. Late next month, the store will be transformed into “SHEvolution,” a space dedicated to women and featuring a curated selection of boots and shoes. A holiday-themed installation is expected to open in early November.