Timberland Flagship Store NYC
Rosie Lee CreativeAgainst Time
Opened in March 2023, the flagship store embodies Timberland’s refreshed brand voice. Situated between Prince and Spring in the heart of SoHo, the design celebrates the building’s historical architecture while transforming it into a multi-functional retail space. The challenge lay in respecting the brand’s workwear roots while elevating the experience to match the creative energy of the neighbourhood.
Timberland’s workwear heritage and the industrial character of New York City inspired the design. Materials such as OSB and galvanised metals were used, echoing construction sites and scaffolding juxtaposed with SoHo’s iconic brick buildings. Flexibility was integral to the design, leading to the creation of grid-style fixtures influenced by scaffolding.
The store was divided into distinct zones, with clear signage and segmentation. Womenswear was strategically placed at the forefront to elevate its presence, while dedicated zones for Menswear and Footwear showcased iconic Timberland products alongside new collections.
Storytelling was central to the store’s design, blending Timberland’s heritage with new campaign narratives. Flexible fixtures allowed for dynamic displays, enabling the store to evolve with each new campaign. Hero products were highlighted to connect consumers with Timberland’s legacy and future vision.
The Timberland 550 store successfully merges the brand’s workwear heritage with its modern identity, creating a flagship space that resonates with both local culture and global audiences.