Timberland is celebrating its 45-year anniversary with a pop-up park and 13-foot replica of its iconic Premium 6-Inch Wheat Boot in New York City.
Displayed in Flatiron District for one day only (Tuesday, October 16), the park and the boot installation represent the intersection of the brand’s New England roots and today’s modern city lifestyle.
The pop-up park has grass, benches, and living birch trees where visitors are encouraged to write and post their own eco-pledges. They are also invited to build their own potted succulent plant, a gift to green their personal space in the office or at home.
The park’s opening is otherwise the kick-off to a week-long series of events. On Wednesday, elements of the pop-up will then find a home at the Manhattan Center for Science and Mathematics in East Harlem. More than 150 volunteers from Timberland, Journeys and the Student Conservation Association are coming together to restore a rooftop greenhouse, install a living roof and construct an outdoor classroom and gathering space.
This is part of Timberland’s pledge to create or restore 500K square feet of green space in US cities over the next five years. To increase the visibility of those actions, Timberland partnered with YouTube phenom Mahogany Lox, this season’s brand ambassador.
“At Timberland, we are guided by a greater purpose — to step outside, work together and make it better. Urban greening is a powerful way to bring this notion to life,” said Jim Pisani, global brand president at Timberland. “Green spaces are the heartbeat of a community. They not only provide a place to play and explore, they also help enhance quality of life. Simply put, they make neighborhoods stronger. We are proud to make this commitment today, so these vibrant city spaces can be enjoyed for generations to come.”
The end of the celebration takes place at the brand’s newly launched pop-up store, located at 511 Fifth Avenue until January 2019. The concept space embraces nature and experiences with shopgoers surrounded by 2,000 native New England plant species and able to see Instagram-friendly spaces called “Rain Room,” and ”Snow Room”.
All day on Friday, October 19, the public will have access to entertainment, giveaways, and boots raffled off every hour beginning at 12:30pm in the store.
Further urban greening events are taking place in Chicago and Los Angeles during the week.
How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.