Categories
Editor's pick Retail technology

4 technologies aiding in-store navigation

Big box retailers including Walmart’s Sam’s Club, Home Depot, Lowe’s and Target are using a variety of interesting wayfinding technologies to improve customer navigation inside the physical store.

The result is designed to enable efficiency in the customer journey. This is in response to the fact that as online sales growth surpasses brick-and-mortar, customers are expecting more than just easy access to online products in physical stores, they also want to find them faster.

Cue solutions ranging from robots to augmented reality mapping. Read on for some of the strongest examples in the market to date…

Augmented Reality
Legoland Denmark augmented reality app

Home store Lowe’s was one of the first retailers to introduce an app with augmented reality indoor mapping. Instead of a 2-D image, this mobile service projects navigation signs and price specials on top of the user’s field of view – meaning they can see which direction to go in projected through their smartphones straight onto the floor or space in front of them. 

Outside of the retail space, Legoland in Denmark has recently experimented with an AR wayfinding app that helps visitors navigate around the park via a mini Lego avatar. They can also then receive real-time information on wait times ahead of them.

Voice Search
Sam’s Club Scan & Go app

Sam’s Club Now in Dallas, Walmart’s test store for technology, is also focusing on a mobile-first shopping experience. Its Scan & Go app helps customers easily access products with an integrated system using voice search for navigation. When a shopper tells the app what they need, a map directs them to the item on the shopfloor. 

Home Depot’s version meanwhile, allows users to use voice or visual search to find a specific item and then be shown exactly where it’s located within the store. Macy’s launched something similar back in 2016 with IBM Watson, which enabled users to ask question as to where specific products, departments, and brands were located, as well as what services and facilities could be found in a particular store.

Robotics
The LoweBot

From voice technology then comes robotics. Lowe’s was also one of the first to make it easier for customers to find help on the shop floor by deploying robot attendants. The “LoweBot” responds to voice commands, guiding customers through the aisles with smart laser sensors.

For Kyle Nel, executive director at Lowe’s Innovation Labs, the LoweBot resolves a common problem: “When I walk into a store and I want to know where something is I want to know right then — I don’t want to have to download an app — a robot can really help with that.”

Real-time Beacons
Target

Target is heavily investing in beacon technology for the sake of navigation also. It renewed its stores to use energy-efficient LED lighting with built-in Bluetooth beacons, which enable the store’s app to show customers their real-time location on the shop floor in a similar experience to that of Google Maps. They also help notify customers when they walk by one of Target’s “Cartwheel” deals.

Gatwick Airport has also invested in beacon technology as part of its £2.5bn transformation. Here, 2,000 indoor navigation beacons have been installed to help customers easily navigate around the terminals and reduce the amount of missed flights. Augmented reality plays a part here too, with a blue line mapped through the smartphone for users to show them which direction to go in.

The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more. 

Categories
Campaigns Retail

Magnum partners with Benefit for interactive pop-up in Shanghai

Magnum hosted a temporary beauty store in partnership with Benefit offering products and experiential activities to celebrate the launch of its new premium flavor range.

Taking place at the Réel Mall in Shanghai the pop-up made use of augmented reality and an interactive LED wall to bring its “Release your Beast” theme to life. A lion, polar bear, leopard and tiger were viewable as 3D characters, which visitors could take pictures with in a photobooth and then share on social media.

At the Benefit Beauty Bar, guests could test the brand’s latest products and book make-up artists. The environment included life-sized Benefit eyebrow pens and giant customized ice-cream installations.

The pop-up had a total of seven zones with a variety of activities. It attracted around 25,000 guests during the time it was open (May 24 to June 9).

Magnum has used the concept of “Release the Beast” in a couple of campaigns. In 2017, it teamed-up with fashion brand Moschino for a film on the theme starring Cara Delevingne and Jeremy Scott. Before that, to launch the Magnum Double ice cream in Singapore, it asked guests to release the beast of their passions in fashion, art, music and taste.

How are you thinking about immersive experiences? Want to learn more about how we worked with Google? The Current Global is a consultancy transforming how fashion and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to hear more.

Categories
business data e-commerce Editor's pick product Retail sustainability technology

Innovation 2018: A year in review

Innovation in the fashion, beauty and luxury industries during 2018 focused on everything from more experiential retail to streetwear collection drops and a growing push around sustainability.

Here are the five big themes to know about based on insights from our strategy team combined with data from the most-read stories on TheCurrent Daily this year:

Streetwear’s influence
Virgil Abloh for Louis Vuitton
Virgil Abloh for Louis Vuitton

Streetwear continued to have a significant influence with the announcement of Virgil Abloh taking on the role of artistic director at Louis Vuitton menswear. Riccardo Tisci meanwhile arrived at Burberry, quickly launching collection drops to compete in the hype world of Supreme, Off-White, Palace and others. Palace also had one of the most successful collaborations of the season with Ralph Lauren.

Rounding out the year otherwise was Farfetch’s acquisition of sneaker and streetwear marketplace, Stadium Goods., which came off the back of its IPO at the end of the summer. And our mega personal highlight: experiencing the frenzy firsthand at ComplexCon.

Experiential retail
MatchesFashion.com at Carlos Place
MatchesFashion.com at Carlos Place

Retail meanwhile was unsurprisingly all about experience. MatchesFashion.com opened a new five-storey townhouse in London focused on shopping, live events and art exhibitions. It also features in-built recording facilities, a fully functioning kitchen and a courtyard garden. Meanwhile, pop-ups from brands including Cartier, Moncler, The Arrivals, Google and many more all honed in on this idea of experiential and immersive initiatives.

Alongside that is the fact we saw numerous direct-to-consumer brands opening brick-and-mortar stores this year, from Heist to Casper, Everlane, Away and beyond. And that at a time when elsewhere much of traditional retail continues to flail.

Connected retail
Amazon's 4-star store
Amazon’s 4-star store

Otherwise, the role of technology played a big role in physical retail too, from Zara’s new London store and augmented reality tie-in, to the announcement of Chanel’s “augmented retail” space and the opening of Nike’s new flagship, which unlocks a new level of convenience by allowing customers to navigate the shopping experience in-store entirely on their phones.

Amazon also continued to push forward – launching an interactive pop-up with Calvin Klein on the one hand, while introducing its own 4-star store, which only stocks products based on favorable customer reviews, on the other. It also continued with its automated Amazon Go stores, announcing it will open 3,000 of them by 2021. But it wasn’t the only one – numerous others from Jack & Jones with WeChat and Hema with Alibaba in China, to Albert Heijn in the Netherlands and Lotte in South Korea, all experimenting in this space.

Artificial intelligence
Uniqlo IQ
Uniqlo IQ

Voice technology’s role in retail also pushed full steam ahead, with numerous new launches built for Amazon Alexa or Google Assistant particularly, including from H&M Home, Uniqlo and ASOS within the fashion space, and from Coty, Kohler and others within beauty.

Artificial intelligence (AI) otherwise continued to make an impact on the design side of the industry. Yoox particularly made a splash when it announced the launch of 8 by Yoox, a new collection that is generated by data. According to Federico Marchetti, CEO of the Yoox Net-a-Porter Group, the line is informed by AI, but still designed by a creative team.

Sustainable progress  
Adidas x Parley for the Oceans SXSW 2018
Adidas x Parley for the Oceans

Last but not least, sustainability undoubtedly continued as the single biggest challenge facing the industry, with a multitude of big announcements and a continuation of experiments pushing things forward in 2018. From a negative perspective came news of the waste produced (and often burned) by brands such as H&M and Burberry, which resulted in big headlines calling for change. Sometimes it takes such insight to spur brands into further action of course.

Elsewhere, Adidas announced a moonshot to only use recycled plastics by 2024, Gucci launched an online platform to promote sustainable purpose, Levi’s focused on a more sustainable supply chain, and Kering introduced an organic cotton that is 100% scientifically traceable, thanks to a new supply chain transparency innovation. On top of that, just this month, Stella McCartney rallied the industry to come together to launch the United Nations’ new Fashion Industry Charter for Climate Action.

Here’s to much more in the way of innovation for 2019! Happy New Year everyone.

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
Campaigns product Retail technology

Coty’s mixed reality experience helps customers find the perfect fragrance

Beauty group Coty has launched an experience that uses touch, smell, sight and sound to immerse customers into a virtual environment and help them find their perfect fragrance.

According to the brand, it aims to enhance the customer’s purchasing journey by guiding them through an emotional experience rather than one that is often led by confusing or marketing-driven vocabulary.

“When we set out on this project, our aim was to create a future facing retail experience that merged the physical and digital worlds to help users navigate the rich and complex world of fragrances,” says Elodie Levy, senior director, digital innovation at Coty. “The result provides shoppers with an incredible experience that marries art, science, and technology.  The technological breakthrough of mixing real scents with virtual reality is unprecedented.”

Customers who want to take part have to put on a VR headset and choose one of five different scented stones, each representing one of the perfumes from Coty’s portfolio – such as Gucci’s “Bloom” – , which are all white and only differentiated by texture.

Coty's mixed reality experience
Gucci’s “Bloom” experience in VR

After choosing the stone, the headset will transport the customer to a virtual environment, made up of both visual and sound elements, which aims to reflect properties of each individual perfume.

For Gucci “Bloom” experience, for example, users are transported to a greenhouse filled with larger-than-life roses and other flowers.  

At the end, a touchscreen reveals which scent the user was experiencing. 

The experience first launched in Buenos Aires, and the group plans on rolling it out to other retail partners and brands within its portfolio in the future.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so.TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
Editor's pick Retail technology

Exploring Google’s experiential London pop-up: the Curiosity Rooms

Google's The Curiosity Rooms
Google’s Curiosity Rooms

Google has opened a month-long pop-up on London’s Regent Street, called the Curiosity Rooms, which offers a balance between connected moments and digital detoxing over a cup of tea.

The space is dedicated to encouraging visitor curiosity, a theme the tech company has embraced with the launch of its new Google Pixel 3 phone.

The result is a plethora of workshops, talks and experiences that have welcomed crowds of people since it opened last week, with most of the events planned sold out for the month.

The biggest lines when I visited focused around the “All-In Auto Wash” room – where groups can take selfies with the new Pixel phone, framed by pink carwash wipers – and the invite-only activation in the basement with pop band, Little Mix.

In between the mania, however, is a little haven of quiet in the form of The Pixedilly Café, a pink and blue 60s designed space. Here, guests are invited to experience one of the new features of the Pixel 3 phone, which invites a more mindful approach to digital communications.

The simple idea is that when you turn the phone over, all notifications, messages, calls and any other digital noise is turned off. Only when you are ready to get back to the real world, can you see all missed communications, simply by turning it back over.

To celebrate this sense of digital freedom, Google wants you to relax and enjoy in the most English-way possible – with a cup of tea. You don’t just get any old tea selection though, but instead the perfect one for you, based on a tasting menu that asks you four questions, all connected to how you would spend your perfect (digital) day-off.

The tongue-in-cheek asks include what type of weather you are, “warm and sunny” or “dark-and-stormy”, in order to concoct your custom brew. I ended up with the “Perfect Wind Down Cuppa”, a hot and spicy fruit tea mix.

Google's Curiosity Rooms
Google’s Curiosity Rooms

The pop-up space is otherwise spread over three floors in total with a multitude of further areas dedicated to different experiences.

There’s also the Google Maker’s Studio, which sees space rented by local London vendors, including flower-delivery company called Patch, and a small designer hosting workshops every week to teach children how to make clothes. There‘s also another space for creative talks, a coffee bar and a children’s play area with a giant “Not Pink” slide that allows those of all ages to travel down to the ground-floor again.

Meanwhile, the changing roster of events, with different talks, workshops and live podcast recordings, all tie in with the themes of health, mindfulness and millennial mind-sets.

A notable kick-off to the store space saw writer and activist Scarlett Curtis recording a live version of her Feminists Don’t Wear Pink podcast. Visitors have also been privy to a one-of-a-kind dining experience with food writer Grace Dent; a talk by entrepreneurial creative Sharmadean Reid, the co-founder of WAH nails and founder of beauty platform Beautystack, on how to use everyday technology to reach your goals; and further live podcast recordings with Dolly Alderton and Pandora Sykes and their weekly The High Low show.

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.

Categories
Retail technology

CoverGirl’s new tech-enabled flagship focuses on discovery and personalization

Covergirl
CoverGirl

Makeup brand CoverGirl’s new Times Square store in New York is encouraging shoppers to immerse themselves in an experiential playground with tech-enabled experiences that include a virtual greeter and AR glam stations.

The store, which is the first under the brand’s new “I am what I make up” philosophy, is designed to be a shared beauty experience, where consumers are encouraged to discover, try on and express themselves through makeup in several different ways.

“We can’t wait to open our doors to the public and let our fellow CoverGirls in to play and to ‘make up’ what CoverGirl means to them,” says Coty’s Consumer Beauty CMO Ukonwa Ojo. “The CoverGirl flagship represents this incredible moment in beauty – where rich experiences matter most and where true self-expression and experimentation are the only beauty standards.”

Upon entering the store, customers are greeted by Olivia, an AI virtual greeter powered by Google’s Dialogflow that can answer questions, share beauty trends or simply direct customers to their desired products. A try-on station allows shoppers to pick up a lipstick or eyeshadow from a tray and have it automatically overlaid onto their faces via augmented reality mirrors, similar to Coty’s Bourjois boutique that opened in Paris earlier this year; to provide the personalization that consumers crave, another station allows them to customize a lipstick and/or makeup bag; lastly, in-store staff, or CoverGirl BFFs, will be on hand to provide advice, tricks and recommendations.

The store’s design has also been developed with the young beauty consumer in mind, with every corner providing a selfie-ready backdrop that allows shoppers to share their looks and shopping experiences.

Being that the new flagship is at one of the world’s busiest areas for footfall, it will be open daily from 10am until midnight.

Increasingly, beauty brands are deploying augmented reality to further engage with a consumer who is prone for interaction. Beyond Coty’s new Bourjois and CoverGirl stores, this year L’Oréal also announced the introduction of digital beauty assistants that use AR to show consumers looks via video on the NYX app.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
Editor's pick Retail technology

Mulberry launches interactive retail experience for the holiday season

The #MulberryLights installation
The #MulberryLights installation

British luxury brand Mulberry has teamed up with innovation consultancy, Current Global, to create an interactive retail installation that will travel around the UK for the festive period.

The initiative, which is tied to the brand’s #MulberryLights campaign, celebrates how light, colour, shapes and people come together to create a modern British Christmas.

It is anchored by a smart vending machine that will appear in stores in London, Leeds, Manchester and Edinburgh, designed to reward participation, amplify social engagement and capture data. The experience invites users to share their lights-inspired images with the hashtag #MulberryLights, to gain instant access to the prizes stored.

The machine works by verifying that the social media share has taken place on either Instagram or Twitter. It then invites users to interact in a bespoke gaming experience through its digital portal, before rewarding them for taking part. Each day, one lucky player will win the top prize of a £1,000 gift card. Other prizes include small leather goods, stickers and festive chocolate. Every user can also enter the chance to win a further £5,000 to spend on gifts at Mulberry.

The #MulberryLights smart vending machine
The #MulberryLights smart vending machine

The experience was produced by Current Global, an innovation consultancy transforming how fashion and luxury brands intersect with technology.

Liz Bacelar, CEO of Current Global, said: “Mulberry came to us seeking a creative and interactive experience that would help drive store footfall during the holiday period. Smart vending machines are currently having a moment in retail; creating incredible engagement with fans as well as relevancy in a noisy and overly saturated market. With a portfolio of thousands of startups and top technologies from around the globe, Current Global was able to quickly identify the ideal partner to co-create the #MulberryLights concept. This is another example of how open innovation – collaboration with external partners – is the most effective route to real innovation.”

The installation will be in Mulberry’s Regent Street flagship from November 15-18. It kicks off with an immersive pop-up light experience, alongside drinks and live music while the Regent Street lights are turned on. It then travels to Leeds November 22-25, Manchester November 26-28, and Edinburgh November 29 – December 2. A second machine will also appear in New York in December.

Further stickers, fly posters and projections from Mulberry will be dotted around London, Manchester and Edinburgh, encouraging consumers to take photos and tag them on social media with the hashtag.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
Editor's pick Retail technology

Macy’s celebrates the holidays with plethora of interactive experiences

Macy's new holiday campaign, Space Station
Macy’s new holiday campaign, Space Station

Macy’s is deploying technology and personalization to celebrate the holiday season, allowing consumers to find their perfect gifts through online tools and offline experiences.

On Instagram, the American department store is creating personalized gift guides in the form of Instagram carousels targeting specific recipients, such as a user’s friend or family member. To join they will have to answer questions about their interests and price range, for the Instant Gift Guide to generate a list they can swipe through, with the final frame being shoppable.

Meanwhile on Pinterest, Macy’s is creating a 360-degree tool that allows users to experience being inside a miniature snow globe that alludes to an element of its holiday commercial, Space Station. The globe will be filled with colorful holiday decor and enable users to pan around to find gifts and inspiration hidden within the scene. Customers will be able to shop their finds as well as share wish lists and send items to themselves.

The use of technology will expand online, as the retailer promotes new ways to trial beauty and visualize furniture. In approximately 50 stores nationwide, the beauty department will introduce an augmented reality mirror for instant try-ons, which will also showcase more than 250 beauty products. The mirror experience will be triggered when the consumer looks into a camera, allowing them to try on different shades from eye shadow to lipstick.

The beauty department at Macy’s most icon store, at Herald Square in New York, is also getting a makeover with the Instagram consumer in mind: the retailer has launched a 270-square-foot space that allows shoppers to discover brands in new ways and snap and share. The space is anchored around revolving themes, with the current one, titled “Beauty on Display”, being set up as a luxury boudoir where visitors can snap photos near a claw foot bathtub as well as shop for products.

As for furniture, Macy’s is following many home goods retailers and deploying virtual reality to enable store visitors to visualize furniture in their homes. The “See Your Space IRL” experience, available in select stores, lets shoppers virtually design their living spaces and place Macy’s furniture within it. Through VR headsets, they can then step into the virtual spaces to help them make more informed decisions.

Small business showcase by Facebook and Macy's
Small business showcase by Facebook and Macy’s

Lastly, the updated Macy’s app will serve as a connected hub so customers can get their goods seamlessly. For instance, it will allow shoppers to scan items while they shop and check out through self-serve machines, thus avoiding the holiday crowds.

The retailer is also diversifying its merchandise offering in order to tap into a broader and more connected consumer. For example at its now year-old The Market @ Macy’s space at selected stores, it is teaming up with Facebook to provide small businesses and e-commerce brands the opportunity to sell in real life during the holidays.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
Editor's pick Retail

From simulators to bouncy rooms: 3 NYC pop-ups innovating the customer experience

THE ARRIVALS pop-up

In an ever competitive landscape both online and offline, retailers are upping their game to attract customers to their stores by creating more immersive and interactive experiences.

The success of initiatives including the Museum of Ice Cream and Refinery29’s 29Rooms, has resulted in brands understanding the power of experiential campaigns for engaging digital and social natives.

New York has become a hub for many such activations, and we’ve seen endless examples over the summer and fashion week season: everything from a seven-room “experience” at Winky Lux, to an interactive market that Calvin Klein created in partnership with Amazon Fashion.

More experiential stores are popping up this fall. We toured three that recently opened in Soho to check out how they’re upgrading the customer experience in a bid to compete for foot traffic and ultimately drive sales.

Cartier Parfums Pop-Up

Cartier Parfums pop-up

From workshops to an art installation, the first-ever Cartier Parfums pop-up offers lots of activities to entice customers to step inside. This is part of the brand’s strategy to celebrate the launch of their new perfume: Carat, which is inspired by diamonds.

Upon walking in, shoppers are met with a colorful wall of mantras written on postcards, inscribed with phrases like “Reveal all the carats that shine through you” and “To live it all, you have to scent it all”. Visitors can send them to anywhere in the world for free. The store also has several of the brand’s iconic red jewelry boxes, which emit the scent of the perfumes when opened, offering an “olfactory journey”.

Flower workshops, hair styling, and even scented meditations are some of the experiences curated at the store – and they are free of charge. Taking place from Friday evenings to Sunday mornings, the activities need an RSVP.

The icing on the cake, however, is a multi-sensory light installation called Mille Facettes. Store-goers step into something that looks like the inside of a baguette-shaped diamond, in which a white light is diffused into a million facets of colors, plunging the visitor into the creative mind of the perfumer. The 90-seconds experience is also a beautiful background for an Instagram photo. In addition to that, visitors get a shareable image and a video over email.

Moncler’s House of Genius

Moncler’s House of Genius concept store

Moncler’s new concept store looks like a modern art museum. It’s part of the brand’s Genius project, in which eight designers were invited to redesign Moncler’s signature down jacket. Selling genius collections exclusively, the store has eight spaces that each designer transformed into their own. All the rooms are numbered and unique, prompting curious shoppers to walk through them to see the different interactive designs.

Valentino’s Pierpaolo Piccioli, one of the chosen designers, created a capsule collection for Moncler combining haute couture and skiwear. He took his inspiration from the renaissance period, so his space in the store displays mannequins similar to the ones seen in the Costume Institute exhibitions at the Metropolitan Museum of Art in New York.

Meanwhile, there is a space dedicated to the Grenoble collection, which is designed to be like the top of a ski slope, with angled mannequins that look ready to ski. There’s also Moncler’s “Yellow” collection, which is full of cult items like dog jackets – in the store they adorn statues of French bulldogs right at the entrance. Even though a typical Moncler jacket costs at least $1000, it’s easy to overlook this detail when a dog is welcoming you.

THE ARRIVALS Pop-Up

THE ARRIVALS pop-up

With the Holiday season in mind, NYC-based, digitally-native outerwear brand, THE ARRIVALS, has opened a pop-up in partnership with Dyson Supersonic. The concept is based on the intersection of where high-tech design and innovation meet functionality.

Earthy tone clothes are displayed against cushioned walls in soft millennial pink. Highly Instagramable, the space even has a wind-tunnel-meets-bounce-house, in which customers can jump while being blasted with the force of 36 high-powered DYSON fans. This is a great feature for a Boomerang-effect video.

The pop-up offers THE ARRIVALS collection Release 5.O and 5.1, in addition to limited edition items that are only available at the brick-and-mortar location. The pop-up also offers a selection of partner brands, including: Fates jewelry, BLYSZAK eyewear, Von Holzhausen handbags, and Sennheiser headphones.

After visiting all of the stores, one thing was certain: selfies aren’t going anywhere. Customers were willing to take their heels off to take pictures on the bouncy house, walked into Cartier asking for the sensorial room and Instagrammed everything in Moncler’s new store. Retailers that use unexpected physical experiences to generate buzz end up generating a ton of online traffic. As their customers would tell you: “Pics or it didn’t happen.”

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
Campaigns Editor's pick Retail sustainability

Timberland debuts 13-foot installation in NY to accompany green pledge

Timberland
Timberland

 

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.

Timberland
Timberland

“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.