Timberland is applying its "make it better" motto to its Massachusetts store at the north shore mall Peabody. The new store is Timberland's most environmentally friendly ever.

We developed the design for the Footwear Plus format for stores with a key footwear focus, where footwear accounts for 80% of the stock.

This concept focuses on service and has dedicated fixtures that visually and physically connect the stock holding area to the sales floor. This means customers can always see and connect with the sales assistant, even when they are searching stock for different footwear sizes or styles.

In line with Timberland's ethos, the store staff are imbued with enthusiasm and knowledge for the boot, the brand and the belief which through service and discussion they seek to impart with visitors to the store.

One of the key focal points in-store is the dedicated tiered 'boot bar' display located in front of the stock area. Cowl lamps overhang the bar, highlighting products and creating a more intimate area.

The stock area uses rolla-deck racking system, which is located behind the boot bar display and the cash desk. This section is concealed by floor to ceiling sliding panels, embellished with photography, graphics or brand messages which can be changed seasonally, transforming the look and feel of the store.

To the centre of the store, the locally found workbench, simply displays Timberland's key seasonal footwear ranges. Suspended above the bench is a reclaimed beam, which allows for the display clear outfit displays and present new products.

A key part of the store design was to integrate the local community by educating and informing them about Timberland's local support of community and environmental projects - in-store this is brought to life through the reclaimed wooden 'community' totem which is bedecked with worn boots, mementos and photographs of local projects.

Locally found cinema seats and stools covered with off-cuts of Timberland leather provide the seating for the store, while the windows display products and messages about the store's carbon neutral status.

In the build-out, Timberland used wall paint and sealants that contained no volatile organic compounds, energy-efficient lighting and an HVAC system without chlorofluorocarbon-based refrigerants. Fixtures and stockroom shelves are made from FSC approved timber (grown as a crop), materials that can be recycled and reclaimed items such as salvaged tables and beams.

"From demolition of its predecessor's store through construction and final fixturing, Timberland employed green building practices to reduce the store's environmental footprint." Betsy Blaidsell, Manager, Environmental Stewardship, Timberland.

"We wanted to infuse our core values of Authenticity, Craftsmanship and Outdoor Tested, into a shop design that is relevant and fresh in today's marketplace. We then asked CK to make it as environmentally sensitive as possible. I have to say that CK delivered on all accounts and we now have a store design that represents the ethic of Timberland and allows for powerful product and brand presentations." Dave Powers Timberland Worldwide Retail General Merchandise Manager.

The Footwear Plus concept is now being rolled out to other sites globally.

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