Timberland Introduces ‘Tree Lab’ Concept Store

Timberland has opened its first specialty concept store: The Timberland Tree Lab. Located in the King of Prussia mall in PA, the experiential Tree Lab features carefully curated product collections and brand stories in a gallery-style setting that will completely change every six weeks. The Tree Lab debuts with the theme Streetology — where versatile style for city streets meets hidden technology.
Upon entering the Tree Lab — which is tagged by the brand’s signature tree logo followed by the word “Lab” — guests will immediately sense that this is something new from Timberland. Fun creative executions, like an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies.
Following the Streetology installation, Tree Lab will transform into SHEvolution. The store will be dedicated to women, with a curated selection of boots and shoes.
Kate Kibler, V.P. Timberland’s direct to consumer business , said “The Tree Lab is more than just a place to shop — everything a consumer experiences from the moment they enter has been designed to enhance their visit, expand their horizons, and leave them with a great memory to go along with that beautiful new pair of shoes.”