Timberland has opened a new experiential store that will totally change its merchandise theme every six weeks.

The trial store, located in the King of Prussia Mall, Pennsylvania, is called the Tree Lab, a reference to the brand’s logo. The idea behind the shop is that it enables Timberland to showcase different parts of its offer and tell stories for the brand.

The opening theme is Streetology where the focus is on the benefits of the technical attributes of Timberland shoes that make them particularly useful in urban settings. This means that the new men’s FlyRoam collection, with its SensorFlex comfort technology, is one of the hero products within the theme.

A look inside the new Timberland Tree Lab store.

A look inside the new Timberland Tree Lab store.

At the end of six weeks the next theme will be SHEvolution, an all women’s product selection, and following on from that, in November, will come a Christmas inspired store.

Kate Kibler, VP of Timberland US’ direct-to-consumer business in North America, said:  “A shopping experience today reflects a journey through a hyper-connected world that’s constantly seeking something new, and our stores need to deliver on that, every day.”

King of Prussia

690 W Dekalb Pike, King of Prussia, PA 19406, USA