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The Brief
Published: 15 Sep 2014

Timberland Taps Customisation

Timberland, London

It's been a busy month for brands embracing in-store customisation. While British luxury accessories brand Anya Hindmarch has unveiled a bespoke space at US department store Bergdorf Goodman in New York, an even bigger take on the trend comes from US outdoor lifestyle brand Timberland. Its newly refurbished London flagship on Regent Street comes with the grand addition of a footwear area, where shoppers can customise new purchases on-site.

Dubbed "the experience room", the space invites customers to channel their inner creativity by adding accessories such as studs, patches and coloured laces to their goods. A laser machine is also on-site for two days a week for those wanting their initials or more unique designs stamped into the leather.

Also playing into the growing trend for showcasing local talent – designed to flag up the brand's commitment to local culture – each month, an artist in residence will be invited to the store to add their unique creative flair to shoes in the collection, including emerging graffiti artists and illustrators. See also Art-Fuelled Fashion Spaces for more on how tactical synergies between artists and fashion brands are enhancing the shopping experience.

The store concept and interior – which is furnished with repurposed and handmade materials sourced from the brand's birthplace of New Hampshire, US – were designed by London-based agency Dalziel & Pow. The revamp was conceived to mark a clear point of evolution for Timberland from outdoor apparel retailer, to full lifestyle brand.

See Monetising Brand Heritage for more on brands embracing their heritage to communicate renewed brand values. See Eco-Ethical-Sustainable and Marketing Sustainability for more on how to communicate sustainability-based innovation.

For more on how shrewd retailers are turning their stores into experiential hubs, catering to the growing consumer appetite for unique and personalised products, see the Media & Marketing Industry Trend Consumer Creators. See also Product Hubs: Experimentation & Co-Creation, part of our Future of the Store Industry Trend.

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