Timberland
spring 2009


Cultural heritage and future generations

On 13 February 2008 the new store of the global active US-brand Timberland opened at 474 Broadway in New York City’s history-rich SoHo district with focus on preserving cultural heritage and the environment for future generations. 

fig.: The store, in former times a shop for skates and later for jewels, reflects the historic architecture: to preserve the cultural heritage of the building, Timberland has restored the front from 1860.

Additional to the presentation of Timberland's outdoor heritage and sustainability in stores worlwide, the company is developing innovative new online and mobile media applications designed to reach today’s younger, electronically-connected consumer.

"Our new store at 474 Broadway follows a marketplace-inspired retail model we have used around the world to showcase new men’s, women’s and kids’ footwear and apparel," said Gene McCarthy, co-president, Timberland. "This open, flowing store plan has been very successful in Timberland’s Milan flagship store, as well as Boston area stores, and allows consumers to comfortably, organically interact with the brand in a more environmentally responsible space."

Timberland will be partnering with key community organizations to assist with the New York city’s re-greening efforts.

fig.: The new 2,000 square foot Timberland store is located at 474 Broadway, between Broome and Grand Streets, and incorporates salvaged industrial elements with a modern, sustainable aesthetic. The SoHo district’s history of industry and style complements Timberland’s own heritage of craftsmanship and creates an organic environment. In addition to seasonal assortments of footwear, apparel and accessories, the store will periodically feature exclusive or limited collections.

In line with SoHo’s history as the cast iron district of New York, the original cast iron storefront has been restored and exposed, and many display tables feature reclaimed cast iron legs. Floors and wood fixturing are made from 100% reclaimed wood. The store features energy-efficient lighting, an eco-conscious HVAC system (using non-chlorofluorocarbon-based refrigerants) and wall paints and sealants containing reduced chemicals.

Find out more about Timberland www.timberland.com.


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