Out and About Green Room Retail Timberland Barcelona
1 Taking Up the Challenge!
Green Room delivers international marketplace concept for Timberland.
The challenge put to Green Room by
Timberland was to develop the market place concept, evolve the existing store format and retain the authenticity of the Timberland brand providing greater flexibility across different markets. Green Room’s design emphasizes 40
years of Timberland heritage, authenticity and craftsmanship and features pieces relevant to each region. Relaxed mannequin displays, props and large format imagery articulate a lifestyleled ‘tribe’ message. The first realisation of the new concept has been applied at the new Timberland store in Barcelona, where Green Room were responsible for the store design and implementation. Ross Adam, Green Room’s Senior
account director, responsible for the project comments “Through our various retail design and delivery projects for Timberland, we have built an intense understanding of the brand and its target consumers, and this has manifested itself in the marketplace concept premiered in Barcelona. We’re now looking forward to
rolling out the concept across other International Timberland stores over the coming months." The concept has been developed by
Green Room’s team and combines a number of standardised and localised retail principals, supported by a tiered execution strategy. The first tier introduces a number of subtle colour and material palate changes. It also has flexible small elements to help showcase the products in the best possible way and enable storytelling throughout the store. The second tier involves the introduction of new flexible fixtures and merchandising elements aimed at enhancing the overall store environment, while the third tier applies to new stores and makes use of a full suite of
design and merchandising assets. Richard Ash, Founder and CEO of Green
Room said “Our work with Timberland has gone from strength to strength and we’re relishing the opportunity to play a strategic role in the evolution of the brand’s retail presence worldwide. The marketplace brief has been a very satisfying challenge, allowing us to flex our true muscle and expertise in delivering profitable and rewarding retail experiences on an international level. This project is illustrative of the high regard in which major brands now hold Green Room.”
Contact
Green Room Retail T: +44 (0) 207 297 2204 W:
www.greenroomretail.co.uk
48
www.a1retailmagazine.com
A1
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84