PROJECT STUDY ON INTERIOR ENVIRONMENTAL DESIGN OF A BRANDED STORE
PRATIKSHA.J.ACHARI ROLL NO: 01 IV YEAR B.ARCH(I.D) B.H.C.O.A
CONTENTS: 1. Acknowledgement.
5. Brand design considerations.
6. Anthropometric data.
7. Timberland store by Green room at Glasgow, UK.
8. Timberland store by Green room at Barcelona.
9. Timberland store by Dalziel & Pow at London.
10. Timberland’s green retail space at Broadway.
11. Timberland store at Boston.
12. Case Study - Timberland by Checkland Kindleysides, London.
13. Case study – Timberland store designed by Jemima semaya.
14. Case study – Timberland store at Infiniti mall, Malad, Mumbai.
15. Suggestions & Recommendations.
ACKNOWLEDGEMENTS The author wish to express sincere thanks to the following people, who helped in the development and preparation of this book. I am deeply grateful to the dedicated teachers at Dr. Baliram hiray college of Architecture, Bandra (E), Mumbai. Without their guidance, assistance, and dedicated work, this project would have never become a reality. Among these individuals the Author is particularly indebted to Ms. Nupur Lal. Her support, understanding, and perseverance to help me complete this project are very much appreciated. Also, I wish to thank Ar.Pranav bhatt and Mr. Mayuresh gorey, for his help in the development and final preparation of this project. To Nupur lal, for her diligence in editing and attending to the many details that turned the manuscript into a finished book. Special appreciation is expressed to the professionals, the owner of the stores and organizations (online) that provided me, with illustrations and permissions to use their materials to make this book a truly visual experience. I am especially thankful to Timberland store online for helping me with the contents of this book. Every effort has been made to correctly supply the proper credit information. I am grateful to a number of interior design educators throughout the world for their in-depth reviews, criticism, and helpful suggestions about the existing stores under the brand so as to the needs of students and instructors in interior design. Finally, I would like to express my deep appreciation to store manager and designers at the location for my case study reports and analysis and for their tireless help with the illustrations and for their suggestions, based on their professional experience, as to contemporary standards and practices.
To study the interior design of a branded store, here Timberland store.
To study the basic design considerations of the store according to the brand. General design principles & materials that go into the detailing of this branded store. Certain concepts & objectives that are standardized and needs to be followed in building the store. Market survey regarding the basic ergonomics that is to be followed while designing such a space. Case study of one such store by observing carefully its planning & designing criteria , materials used, and its outlook. Providing certain suggestions and recommendations if needed and improvised planning and details a per the suggested changes.
WHY I CHOSE TIMBERLAND?
Wanted to design a store that could contribute its part into saving the environment. Timberland is one such branded store which allows its designer to create spaces keeping in mind the effect that it causes to its surroundings. While designing this store only basic elements are used and put to display. Reclaimed table tops & other wooden accessories, wallpapers, low voc paints are all used while decorating this space. So by building this store I can mark myself by contributing towards our environment.
INTRODUCTION Born: 1978 when Abington Shoe Company became The Timberland Company World headquarters: NH, USA. Product Line: The Timberland Company designs, engineers, markets, distributes and sells premium quality footwear, apparel and accessories for men, women and children, as well as a line of professional footwear and apparel under the Timberland PRO® series sub-brand. Distribution: Timberland products are sold in Europe, Asia, the Middle East, Africa, Central America and South America by distributors, franchisees and commissioned agents. Most of these operating divisions provide support for the sale of our products to wholesale customers and operate Timberland specialty stores and factory outlet stores in their respective countries. Sold worldwide through independent retailers, better-grade department stores, athletic specialty stores in addition to Timberland's own retail locations. Stock :Timberland is traded publicly on the New York Stock Exchange under the symbol TBL. Climate impacts: Protecting the Outdoors From shipping our products, to running our offices, to lighting our stores, there are many things we do that contribute to global warming. Taking steps to reduce our climate impacts and finding ways to encourage our partners to do the same is a tall task—but one that we’re up to. Building stores with the environment in mind. When it comes to being environmentally-conscious, it’s not just our products we worry about. Whenever we build a new Timberland® store, we make sure it’s as responsible as we’re able to make it. First, we won’t build on undeveloped land. And we try to use as much repurposed and reclaimed materials as we can. We install more efficient lighting and plumbing fixtures. And we’re always looking for newer and better methods to build our stores in more sustainable ways. This way, our carbon footprint will always be getting smaller with each store we build.
STEP TOWARDS A BRIGHTER FUTURE Sustainability is the need of the hour which is just not confined to enormity, but the interior space is also to be taken care of. Marking its step towards the community, Timberland as a branded store persists on its mission keeping environment in mind, their core belief being that business can create positive impact in world. They make boots, shoes, clothes and gears that are comfortable enough to be worn all day and rugged enough for years. In the case of this book, the designing standards of the branded store are accented. The designers have put into their efforts and made certain criteriaâ€™s that goes into its designing. These principles are generally pursued in each and every outlet designed worldwide. A particular rakish style of designing is observed in all the timberland stores I have been to. Data collected through varied sources in terms of planning, style & the materials have been summarized in stages. A proper store design can influence shoppersâ€™ right where they make most of their buying decisions, a store appeals to all the senses and so changes have been suggested wherever required. Remarks if any were made accordingly and its proper alternative is suggested.
BRAND DESIGN CONSIDERATIONS: A new Timberland® store, is designed considering few rules. Here are the six building standards to be followed: •
New stores are built on previously developed land, and in places that are easily accessed by public transportation or even by bicycle.
Better plumbing fittings and smarter fixtures and appliances are a huge part of conserving water usage. right low-flow fixtures are installed for maximum efficiency.
All new Timberland stores use 18-watt LED lights, which use 75% less energy than older Timberland® stores, as well as other Energy Star rated appliances.
Timberland stores make use of old out-of-use items from buildings in the area to use in our stores. Anything from old shutters to giant industrial machine parts are also used in stores
Low-VOC paints, which reduce a host of health risks versus paints that do emit these harmful chemicals.
Using FSC-certified wood helps reduce water pollution, destruction of habitats and the negative impacts of logging on indigenous people.
Many of our floor tiles contain 70% recycled materials, which reduces our use of virgin materials.
Every Timberland store features a plaque or wall hanging that details the sustainable elements that went into that particular store. 7
FSC-certified Wood We use sustainably harvested wood certified by the Forest Stewardship Council. Using FSC-certified wood helps reduce water pollution, destruction of habitats and the negative impacts of logging on indigenous people.
Recycled Stoneware Floor Tiles Many of our floor tiles contain 70% recycled materials, which reduces our use of virgin materials.
Reclaimed Display Tables In many of our stores, we take old industrial pieces that were once used in mills and factories and repurpose them to hold our footwear and apparel.
Low VOC Paint It’s been proven that volatile organic compounds (VOCs) contribute to ground level ozone and can compromise our health, our forests and our ecosystems. That’s why we use low voc paint.
LED Lighting By using 18 watt LED bulbs on the sales floor, we've reduced our lighting energy consumption by as much as 75%--conserving resources, reducing emissions and saving money.
Reclaimed Wood In any given Timberland store, chances are good that the wood used for its floors were once used for something else. Some pieces of wood may have been used for the side of a barn. Or maybe some of the fixtures used to be part of a snow fence in Vermont. By reusing building materials like these, we reduce the environmental impacts associated with virgin materials.
Earthkeepers® Product Collection We're constantly looking for and inventing innovative materials that allow us to reduce our impact. Our Earthkeepers® collection includes materials like Green Rubber™ soles, recycled PET materials, and organic cotton.
Timberland flagship store by Green Room, Glasgow â€“ UK 11
Timberlandâ€™s store in Glasgow has its own identity while still reflecting the brand. Timberland is one of those retailers that seems to have been around forever and 12
which, for many, is shorthand for a particular US-led outdoor, pioneer style of life. Its stores tend to have a lot of raw or reclaimed wood as part of the fit-out and graphics that feature the great outdoors. At its heart, the Timberland brand is closely associated with rugged, yellow boots of the kind that will enable the wearer to go hiking while keeping feet insulated, comfortable and, for those who favor that kind of thing, stylish. And in terms of brand heritage this is one of the stronger and more easily recognized labels on the market.
HISTORIC LOCATION Located at number 61, the Timberland shop is next door to The Willow Tea Rooms. Designed by Glasgow artist and designer Charles Rennie Mackintosh, it is a landmark on any tour of the city centre. Standing outside the Timberland store the carved and moulded red-brick frontage is characteristic of the Glasgow belle ĂŠpoque and the listed structure stands proud among its neighbours. This has meant that Timberland has had to contend with the sensitivities that surround creating an interior where only certain kinds of renovation are allowed. Yet this is a remarkable interior, both in terms of its ability to communicate what Timberland is about and in its adaptation of the space. Step inside the entrance and two things are likely to strike the onlooker. The first is another door that is arched and ecclesiastical-looking and set into the left-hand wall. This serves little purpose other than to look good, and it is hard to tell whether it might originally have been functional or not. Nonetheless, it does set a tone for the interior that might not normally be expected for retail of this nature. The second element that is likely to prove eye-catching is the beaten-up looking white painted glass and rusted screen that is overhead. This serves to inform the shopper that there is another floor, accessed by a staircase at the back of the store. However, views of it are almost non-existent from this vantage point, owing to the nature of the screen, which has clearly been installed to create a rust-belt garage ambience. After this, the rest of the shop begins to make its impression. Timberland is an intrinsically masculine proposition and the whole of the ground floor is therefore devoted to shoes and clothing for men, while kids and the womenâ€™s collections share the first floor. To the right of the main door there is a wall of wooden shoe lasts. Timberland has used this visual merchandising trope in other stores, most notably Westfield London, and it is accompanied by a graphic featuring a bearded outdoor-looking type.
Overhead, pendant warehouse-style lights add to the feel that the shopper has perhaps stumbled into a factory of yesteryear.
Raw materials Exposed brick wall forms the backdrop to the shoe display as well as a mid-shop that is filled with clothing displayed on metal and wood fixtures. The floor is wooden, naturally, and behind the wooden cash desk a single yellow Timberland boot sits in a recess and is surrounded by monochrome and sepia pictures of the kind that would 15
readily be associated with the brand. This is an almost museum-like treatment of the core Timberland product. As the shopper heads for the first floor, the backwall of the stairwell is home to a series of linked pipes that forms a geometric pattern and provides the onlooker with a potted history of major Timberland events, courtesy of boards detailing each one, which is attached to the pipes. And for Timberland, perhaps the key date recently is its takeover in 2011 by the massive casualwear conglomerate VF Corporation, maker of Lee Jeans among many other products. This event too has its own board. The first floor picks up the wooden ‘authentic’ feel of the ground floor and runs with it - wooden rafters have been applied to the ceiling. Vintage leather chairs and banquettes provide resting areas, while the kids’ area is given a simpler and brighter treatment with a white wall that serves to highlight the more colourful nature of the stock. Finally, the screen that is visible from the ground floor entrance also serves to provide a longstop for this floor and it is hard to resist the temptation to walk towards it to see how much of the ground floor is visible through and over it. Much has been done in this store to ensure that it has its own distinctive identity something that is hard to do in an area of the market where rough-and-ready interiors are pretty much the order of the day. It also manages to be part of a chain, but not to feel as if it is. There is in this interior no sense of a format or store design template that has been rolled-out. The interesting point about what Timberland has done in Glasgow is that it is both a response to a local environment and an attempt to create something different while remaining faithful to a retail brand. Opened in the latter part of 2013, this store adds to the reasons that Glasgow’s shoppers now have for taking a stroll down Buchanan Street.
The overall store design for the Timberland Glasgow Flagship perfectly reflected and respected the heritage of the brand and featured the latest retail design techniques, all whilst responding to the challenges created by the listed building.
Timberland store by Green Room, Barcelona
The Timberland store design project in Barcelona, forms and integral part of an overarching strategy where Timberland have engaged Green Room to design and develop an International â€˜marketplaceâ€™ concept for delivery across stores within the retail estate. The first realization of this new concept was applied at the new Timberland store in Barcelona, where Green Room was responsible for both design and implementation.
The main challenge put to Green Room in developing the marketplace concept was to evolve the existing Timberland store design format, whilst retaining the authenticity of the brand while providing greater flexibility across different territories/markets, a greater use of layering to give a sense of ‘lightness’ in store, creating a visual and sensory shift within store, and facilitating emotional storytelling through product and lifestyle displays. The concept developed by Green Room’s design team combines a number of standardized and localized retail principals, supported by a tiered store execution strategy, including the introduction of flexible elements to help hero product and enable storytelling, enhancing the overall store environment for each new Timberland store and making use of visible construction details to help emphasize Timberland’s 40 year heritage, authenticity and craftsmanship, incorporating locally sourced props to create feature pieces relevant to each region.
Timberland by Dalziel and Pow, London
Together with Timberland’s in-house Global Creative Services Group, Dalziel and Pow has developed a new global retail concept that re-imagines the brand experience. The brief was to present the brand in an environment that would ‘inspire and equip’ the customer in a viscerally engaging and re-imagined way. The concept needed to be a reflection of the brand’s New England heritage, flexible, and scalable – a total brand experience. Timberland Stratford is a 197 sqm store, with a two-story all-glass fascia. Portions of the iconic tree logo are used as monolithic art forms and form part of the storefront design. Customers walk under a canopy of seven metre-high tree structures, to interact with seasonal product. Dalziel and Pow worked closely in developing this global retailconcept with Timberland’s teams, led by Bevan Bloemendaal, Senior Director, Global Creative Services, Timberland. The overall environment intrigues and engages the customer, inspiring them not only with the great outdoors but also equipping them with the gear to get out and enjoy it. The design approach creates a unique visceral, emotional and personal connection through each touchpoint. From the architectural elements, materiality, visual merchandising and sales associates to the music being played, every detail is aligned to Timberland’s core brand promise of equipping you to make the most of your outdoor experiences.
The re-imagined retail experience has been designed as a ‘box within a box’, bringing the brand to life through an engaging and emotional approach. Designed as a freestanding timber structure, the ‘store’ frames the Timberland product on the inside, while offering a view to the ‘outdoors’ through a series of apertures. The landscapes lining the perimeter are illuminated, creating the notion of being inside the architectural shell, looking out. The New England outdoors is brought indoors through a sense of discovery, with portals allowing views of the outdoor experience that include landscape vistas, lighting, natural textures and materials. The connection to the outdoors is further enhanced by the use of daylight skylights, breaking up the timber ceiling.
Digital technology is part of the new concept. The oversized digital screen at the front of the store showcases the latest seasonal product and lifestyle outdoor stories, while touchscreens in multiple locations in-store provide the customer with the opportunity to interact with the brand in more of a twoway dialogue – learning more about the products, innovations, Earthkeepers and community. The interactive technology was developed together with the Apologue Experience Design Firm and Timberland’s in-house Global Creative Services group.
Timberland Opens Green Retail Space at 474 Broadway Timberland’s new 2000-square-foot retail store in SoHo includes pervasive green design features and echoes the company’s corporate-level commitment to sustainability.
The space’s build-out incorporated a variety of green design features that reflect the company’s commitment to sustainability; it has implemented a long-term corporate strategy which, in part, aims to make the company carbon neutral by 2010. Creating a stylish yet rugged footwear collection has always been Timberland’s bread and butter, but the shop on Broadway in SoHo also houses the brand’s complete collection, covering everything from their iconic yellow boots, to their more contemporary street-ready pieces. Well-crafted leather coats, forest green backpacks, and military style field jackets grace the tabletops, while Timberland’s line of legendary shoes and boots is prominently displayed along the expansive shoe wall. This includes the handcrafted Timberland Boot Company collection, the Timberland classic boots that have become a symbol of the company and all the other good stuff like the Abington Collection, and the Earthkeepers line. The space is a fitting flagship for a storied brand with style, ruggedness and a distinct point of view. 24
The new store at 474 Broadway includes efficient lighting, reclaimed wood, and lowVOC paints and sealants; brick and other structural interior components were salvaged and recycled into the new design. 474 Broadway itself dates from 1860; no other details about the project team or whether the space is seeking a LEED-CI rating appear available. This is the second retailer to publicize a recent green retail build out in SoHo; youâ€™ll recall that Lululemon Athletica, the Vancouver-based activewear retailer, opened a Kenneth Park Architect-designed outlet at 481 Broadway.
Timberland store at Boston
Timberlandâ€™s new store in Boston reflects the brandâ€™s longstanding environmental commitment. The 2,500-sq.-ft. store utilizes reclaimed wood, LEDs, recycled stoneware floor tiles and tabletops reclaimed from athletic bleachers. An original 25ft. x 4-ft. mural celebrates Boston neighborhoods.
The 2,500-sq.-ft. space is designed to reflect Timberland’s longstanding commitment to sustainability. The eco-friendly build-out features include the use of re-claimed wood and other materials, FSC woods and “Ecotech” recycled stoneware floor tiles. (Ecotech, from Floor Gres, is a porcelain tile that is made with 100% recycled material.) The tabletops were reclaimed from athletic bleachers, and the plumbing fixtures are designed to converse water. Energy-efficient LED lighting helps light the store. The store has a strong local and authentic feel. An original 25-ft. by 4-ft. mural on the back wall celebrates Boston neighborhoods, as well as popular “green spaces” throughout the area. Sports facts regarding Boston’s beloved home teams are integrated into the space — jersey numbers, for example, of such legendary players as Larry Bird and Tom Brady are etched into the ceiling rafters.
Timberland by Checkland Kindleysides, London
Timberland Westfield Category :Interiors and Fit Out - Retail (large) Location :London, United Kingdom Architect :Checkland Kindleysides As part of the brief for their new store at Westfield London, Timberland challenged Checkland Kindleysides to bring the brandâ€™s iconic tree logo to life and show their environmental values in action. Taking cues from the Timberland logo and the dynamic tree-like roof supports which form the architecture of the centre, we created a lattice of reclaimed timber branches that stretch the full 25m length of the side elevation, the 11m storefront and the 8.5m height of the store, wrapping the store in the brandâ€™s iconic logo. The faĂ§ade creates such a strong brand statement that the fret cut steel signage merely acts as endorsement that this is Timberland
OVERVIEW Following a visit to site for Timberland’s new store at Westfield London we were challenged by the developers to create a visually dynamic store (exterior) to enhance the overall concept of the centre, and by Timberland to bring the brand’s iconic tree logo to life and show their environmental values in action. The aim was to create a store using a high level of recycled and repurposed materials and with low energy consumption as Timberland is committed to conducting business in a socially responsible way. Providing visibility into the footprint the business creates, Timberland introduced a “Green Index” – to measure their environmental impact which, will measure three key areas: • Climate Impact: Greenhouse gas emissions created through production • Chemicals Used: The presence of hazardous substances (PVC, chrome and solvent-adhesives) • Resource Consumption: Percentage, by weight of recycled, organic and renewable materials
The structure creates interesting views into the store and the expanse of unusual shaped display windows allow almost every item of footwear to be showcased in a simple framework. While in the windows at the front of the store, displays are set against crafted, repurposed furniture and props.
The 3.5m doors, constructed out of salvaged planks, open wide to flank the entrance and welcome consumers into the store. At the front of the store glass and slate topped display tables showcase the latest footwear and clothing ranges from Timberland. Above, a reclaimed beam allows for intriguing merchandising and lowers the focus in this 4m high store. 30
• TO MAXIMISE SUSTAINABILITY The design concept uses a high level of recycled/repurposed materials and has lowenergy consumption. We started with Timberland’s brand essence and used this to inform the design concept. This enabled us to create a visual language and a crafted solution to create a commercial store which is in line with Timberland’s values as an outdoor brand, demonstrating their environmental values in action. This store is the first to launch the store nutritional label; communicated to consumers via a ‘feature frame’ displayed in-store showing the ‘store ingredients’, construction and everyday energy consumption of the store design.
• 85%+ of the store’s materials have served other purposes in a previous life (recycled/repurposed), or are from sustainable sources and constructed using processes and materials with the lowest environmental impact. • 500m² of reclaimed timber used on interior/exterior of store. • 2.6m³ of recycled wood on our fixturing/fittings. • Props sourced from an old Warwickshire embroiders factory. • Mannequins made from 100% recycled using water based glue/paste. • Store interior lighting 28.33 watt per m² versus average 50watt per m² (outperforming Timberland’s target of 30watt per m²) 43%, lower lighting energy usage than the average store. This store exemplifies LEED (USA’s organisation for Leadership in Energy and Environmental Design), which awarded Timberland stores in the USA (using this concept), Gold LEED accreditation. • VISUAL IMPACT We were challenged to create a visually dynamic exterior to enhance the shoppingcentre and a design concept that would Timberland’s environmental values in action.
With more than 265 stores from over 15 countries at Westfield London, this included the challenge to provide standout for the brand, in this fashion dominated shopping centre. • Taking cues from Timberland’s logo and the dynamic tree-like roof supports, forming the architecture of Westfield, we pushed the boundaries, creating a lattice of reclaimed timber branches that stretch the full 25m side-elevation, 11m storefront, 8.5m store-height, wrapping the store in Timberland’s iconic logo, connecting to the architecture of the centre and creating an impactful exterior, which brings the brand’s iconic logo to life and is highly visible from a distance. 31
The store is navigated by gender, signposted with graphic imagery, with womenswear located on the left of the store and menswear to the right. To the centre of the store is the ‘community totem’ dedicated to telling how Timberland helps and supports community and environmental projects, such as reforestation (over 700,000 trees have been planted so far) and other community activities and projects like ‘serv-a-palooza,’ earthday. (Timberland’s environmental community service day.). Timberland aims to provide an exceptional shopping experience, which illustrates how Th environmental objective can result in a beautiful and innovative space, which exemplifies the potential in sustainable retail architecture.
Further along the â€˜store ingredientsâ€™ detail the eco-friendly and reclaimed products used to build the store. More than 85% of the materials within the store have served other purposes in a previous life, with salvaged props and wood from reclaimed or sustainable sources used in flooring and merchandising furniture. 33
The store uses a variety of mid-floor fixtures at different heights including; display tables made up of timber stacks with changeable tops as well as different sizes and heights of tables and reclaimed items of furniture, all of which can be mixed and matched and moved around the store to subtly change product displays. 34
Wooden beams overhead draw consumers to the heart of the store and the main footwear display. This area incorporates two feature walls, to the right, clad in Timberland original boot leather, is the curved footwear wall, with the key footwear display, which is a specially designed display bracket, allowing footwear to be merchandised at angles, with seasonal graphics depicting the great outdoors.
The â€œshoe-lathâ€? wall, which is made up of vintage shoe-laths, set against a hot rolled steel back panel allows for the relaxed and versatile visual merchandising of footwear, clothing and accessories. 36
As with other stores, local history has been referenced, at the Westfield store historic photography and graphics adorn the walls around the changing rooms, paying homage to the 1908 Olympic stadium that formerly stood on this site. While the walls of the spacious changing rooms are covered in large scale graphics, inviting customers to try on clothes surrounded by trees or snow covered mountains.
Bringing consumers back towards the front of the store is the cash desk with its raw handcrafted feel. The desk is carefully constructed out of layers of timber and leather off-cuts and is set against a backdrop of reclaimed doors.
“This store provides a perfect example of what we stand for as a brand,” commented Ales Kernjak, Timberland, Head of Store Design and Visual Marketing. “It reflects our heritage in craftsmanship; our relationship to the outdoors; as well as our environmental values in action. The store front and ‘Market Place’ interior design represents Timberland’s iconic landmark in the retail world.” 38
• CONSTRUCTION We worked closely with structural-engineers on this exacting project to ensure the implementation our distinctive design for the façade with its complex engineering angles for glazing and supporting steelwork, including compliance with building and health & safety regulations. The STRIKING FACADE is a unique design element, attracting consumers to the store from across the mall. It creates such a strong brand statement, that the fret-cut steel signage merely acts as an endorsement that, this is Timberland. 3.5m doors, constructed from salvaged planks, flank the entrance, opening wide to welcome customers into the store. • INTERIOR ARCHITECTURE Overhead wooden beams draw consumers to the heart of the store and the main footwear displays: ‘CURVED FOOTWEAR WALL’ clad in Timberland original boot leather using factory off-cuts and the vintage ‘SHOE-LATH WALL’, set against hot-rolled steel back-panel. Both displays are artful in their design, using materials which reinforce the craftsmanship/heritage of the brand with bespoke designed display bracket, allowing versatile merchandising. The ‘COMMUNITY TOTEM’ at store centre details Timberland’s support for the community and environmental projects and those involved, e.g. reforestation 700,000 trees planted to date. Large atmospheric CHANGING ROOMS with interior graphics reference the outdoors and an ante-space reference the 1908 Olympic stadium that once stood on this site. CASH DESK with a raw handcrafted feel, constructed out of layers of timber and leather off-cuts, set against a backdrop of reclaimed doors. “This store provides a perfect example of what we stand for as a brand. It reflects our heritage in craftsmanship; our relationship to the outdoors; as well as our environmental values in action. The store front and ‘Market Place’ interior design represents Timberland’s iconic landmark in the retail world” Ales Kernjak, Timberland, Head of Visual Communications The store is designed around the passion and beliefs of the brand; communicated through textural use of recycled/repurposed/reused materials, which complement the clothing and footwear ranges on display. The store navigation is simple and displays use storytelling to bring products to life. All elements together contribute to an 39
enriched brand and consumer centric shopping experience, making Timberland Westfield a destination store. Timberland aims to provide an exceptional shopping experience, which illustrates how an environmental objective can result in a beautiful and innovative space, which exemplifies the potential in sustainable retail architecture.
Lead Architect Âť Checkland Kindleysides Interior Designer Mr Marc Epicheff Checkland Kindleysides United Kingdom Interior Designer Mrs Maggie Wright Checkland Kindleysides United Kingdom
Sketch view showing the cash counter and apparels display area.
TIMBERLAND STORE DESIGNED BY JEMIMA SEMAYA
TIMBERLAND STORE AT INFINITI MALL, MALAD, MUMBAI
TIMBERLAND STORE INFINITI MALL - MALAD Shop no: 37 Upper ground floor, next to south atrium.
The timberland store at infiniti mall, malad was located on the upper ground floor. The store was positioned close to south central atrium, with close accessibility to the escalator. The store was easy to be located as it was close to the entrance and the atrium. All the major foreign brands were housed close to this store which made it convenient for the shoppers to locate it. The faรงade of the store was half open and half done in glass which gave a clear view of the interiors, helping the buyers for their choice.
A basic overview of the store where shoes were placed against the left wall, cothes were displayed on the right side as well as in the centre space and rest of the accessories were displayed in the centre on top of tables, cash counter, store room and dressing room were positioned at the farthest end of the store.
Shoes displayed on wooden planks supported on walls. Apparels displayed on rods through hangers, centrally placed. Shoes were placed on rubble stones to make the design of the shoes look more adventerous. Timberland is more famous for its rugged shoes and hence an entire wall is reserved just to display the shoes. Tables are given a very basic feel with just a plank on top supported by rods.
FLOORING : ENGINEERED OAK SERIES 3 STRIP OAK WHITE SAND SIZE : 13.5 MM* 180MM*1800MM COMPANY NAME : EGO FLOORING PVT. LTD PRICE/SQ.FT : RS.505/1 BOX CONTAINS : 8 PIECES = 27.71 SQ.FT PRICE/ BOX = RS.13994/TOTAL AREA = 50 SQ.M = 539 SQ.FT MAXIMUM BOXES REQUIRED : 22 TOTAL COST FOR WOODEN FLOORING : 13,994 *22 = RS. 2,79,880/COMPANY NAME FOR CERAMIC TILES: NITCO TILES PVT.LTD PRODUCT NAME : TEMPTATION BLACK SERIES NAME : LARGE FORMATS SIZE: 800* 800 NO. OF TILES IN BOX = 3 TOTAL COVERAGE IN SQ.FT : 20.67 SQ.FT NO. OF BOXES REQUIRED : 16 TOTAL COST FOR CERAMIC TILING : RS 1350* 16 = RS 21,600/Major portion of the store is done in wooden flooring, only the part where the cash counter and other rooms like trial room and store room is located, there ceramic polished tiles are used to prevent from excessive wear and tear.
False ceiling of the store is done both as wooden false ceiling and as plaster of paris concealed ceiling.
Wallpapers were stuck on the wall of either the latest advertisements from the brand or of the rugged look, like that of windows in a warehouse.Rest of the walls of the store were painted with low VOC paints. Areas catering to the trial room, store room and cash counter were painted with light colors to merge with the furniture and interior deco of the store.
Minimal amount of lighting were provided at regular intervals through spotlights and focused lights.Proper lighting conditions were maintained.Cash counter and trial room areas were brightly lit with focus lights above in between the parallel wooden false ceiling.As store was located close to south central atrium, natural light could also reach most of the entrance area of the store.
VERTICAL DOWN LIGHT DETAIL. 59
About 60% of the entrance façade was kept open. The rest of the area was don’t in glass to give a complete clear view of the store inside. Timber members were placed diagonally and longitudinally for aesthetics. A big poster was placed inside the store but was kept in a manner that one can clearly see through the glass façade clearly. Timberland logo and brand name was clearly seen on the wooden panels which were lit by the led lights inside it. The façade was very basic and not much investment was done on it contributing its way towards basic and simple elements from nature.
Centralized air- conditioning ducts were provided inside the false ceiling. The ducts were seen properly below the pop false ceiling. Close circuit cameras were provided in angles to capture almost all the locations within the store to keep an eye on the visitors and it was connected to the mains and the system on the cash counter table. Speakers were provided inside the store at certain locations to play the music and even for the immediate announcements. Sprinklers were provided at regular intervals from the false ceiling taking measures for fire- fighting. Services provided were functional and at their proper positions which helped in the smooth functioning of the store.
SUGGESTIONS & RECOMMENDATIONS The store was fully functional with proper usage of the materials. Proper services were provided inside the store but still there were certain criteria that needed to be revised.
Space utilization – Almost all the items were displayed in the entrance area and the mid regions of the store and a major portion of the store was left empty near the cash counter which could have been properly planned out to display even more products. Positioning – Cash counter should have been immediate to the entrance and not at the farthest end of the store. Circulation – No proper circulation space was planned out between different display elements.
Hence a proper alternate planning is provided to utilize the space around with proper positioning and proper circulation with the same outlook and the usage of same materials with the same false ceiling patterns and the services. The only thing that needs to be changed is the planning of the areas.
Other aspects remain unchanged:
Wall finish Lighting Fire- fighting Air – conditioning Security cameras Materials used Accessories displayed Position of trial room and store room External façade Floor finish Other aspects.
CONCLUSION Complete data analysis over the branded store designing is achieved. The ergonomical factors to be considered while designing is noted and implemented. Various existing stores have been studied and observed to provide the mentioned recommendations and suggestions . Along the course of this book the designing factors have evolved keeping in mind the general designing criteria that go into the respective branded store layouts. A different approach towards designing is experienced as a particular theme had to be followed noting the company regulations and branding.
BIBLIOGRAPHY http://www.timberland.com http://www.designretailonline.com http://www.worldbuildingsdirectory.com http://www.behance.net http://www.retail-week.com
Published on Mar 10, 2015
Published on Mar 10, 2015
An extensive compilation of exclusively designed Timberland stores, their design considerations, reviews & proposal for a new store.