Building brand recognition for its specialized market niche was paramount for Timberland when it teamed with designers and fixture manufacturers to incorporate its hallmark craftsmanship and quality standards into three eye-catching displays for two major department stores and a national footwear chain

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Footwear Wall
At Macy’s Union Square store, Timberland worked with fixture manufacturers National Mallfront & Design and LCD Manufacturing to create maximum impact within a limited linear wall space in the newly renovated men’s casual footwear department. The result: a distinctive footwear wall that reflects not only Timberland’s craftsmanship but also its brand connection to the outdoors. Large timbers supporting cantilevered steel shelving complement the chunky wood shelving and immense backdrop of aged brass emblazoned with the logo. A large iron L protrudes from the top of the tower, creating a frame for a display tree on the right edge of the fixture. The tree’s leather-wrapped shadow boxes and custom hardware, which can be adjusted and removed, offer multiple merchandising options.

Men’s Footwear Fixture
For Dillard’s men’s footwear departments, Timberland envisioned a unique footwear fixture with a minimum footprint that would convey the company’s down-to-earth heritage. The unit’s frame sets the stage for each component of the fixture. A post suspension system supports the expansive red oak shelving while allowing for maximum product placement. The overall unit is tiered from the bottom up for optimal visibility for customers. Leather back panels, dyed to Timberland’s iconic orange coloration, provide a dramatic backdrop that also features a large embossed Timberland tree logo. Fleetwood Fixtures handpicked the grade-A leather, painstakingly detailing the panels with four rows of stitching to emphasize Timberland’s craftsmanship. Laser-cut, nickel-powdercoated lettering crowns the presentation.

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Bootwear Tower
Working with JP Metal America Inc. and LCD Manufacturing, Timberland designed a bootwear tower for exclusive use in Genesco’s Underground Station chain of retail stores. The tower was limited to 68-in. high in an area 2 ft. by 2 ft. and had to accommodate at least 33 shoe styles. The result was a mobile engineering marvel that met the space restrictions while providing a graphic merchandising vehicle aimed at the urban consumer. A three-sided concave header sign provides 360-degree laser-cut-nickel signage branding for Timberland and three-sided graphic position opportunities for in-store launch messaging. Timberland’s iconic orange and four rows of stitching highlight the header, and the Timberland Tree icon is stamped on each shoe shelf.

Every detail of the shoe racks and towers in Timberland’s new shops emulate its merchandise, footwear for the “down-to-earth” consumer.