Monday, 13 September 2010

Timberland's style on the move

I wish I could translate the recent Timberland Cycle and Style event into a live retail experience.
A few style journos and fashion bloggers gathered in Regents Park last week to cycle along the canal towpath towards our end destination, the very rurban Waterhouse restaurant – all so we could enjoy an outdoor experience and see the new spring Timberland footwear collection. Oh and we were gifted with a pair of Timberland’s leather deck-shoes so we could look the part.

I love the London arm of the Regents Park canal – running from Uxbridge in the west all the way through to Bow in the east – my other half has a narrow boat so this is my stomping (or rather cruising) ground! The sun came out after a morning of rain (thank God!) and so we set off on our bikes to get into the spirit of the secret tranquil life of London’s urban canalside. It was a joy and very uplifting for the soul.

Then we arrived just in time for lunch at the gorgeous, canalside Waterhouse restaurant in Dalston, that’s committed to efficient waste management and follows a strict policy of reducing waste and recycling with a minimal carbon footprint. The restaurant was chosen for its sustainability policies that mirror Timberland’s.

One of my favourite pieces in the collection was the water resistant canvas desert boot – using P2i technology to create a more durable, water resistant canvas outer and part of the Under Canvas range. As one of the Timberland designers showed me, the water just rolls off! And it looks great too.

Both the mainline outdoor range and the more premium, formal & vintage feel collections looked great for next summer.
Maybe Timberland should do a pop-up store by the canal next summer where you can hire bikes and test out the range of shoes – much like the lucky set of journos did in our Timberland Cycle and Style trip – how to make this kind of experience translate into retail is a bubbling under trend I’m looking into for LS:N Global right now. They’re calling it Coviviality Culture and centres around ‘live’ events. Live + Retail = experience driven shopping. It’s good for the soul.

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