Timberland Re-imagines Storytelling Within the Retail Experience

Timberland Re-imagines Storytelling Within the Retail Experience

Together with Timberland's in-house global creative services group, Apologue has developed an intelligent interactive experience within the retail fixtures that intrigues and engages the customer throughout the store, inspiring them to discover their great outdoors with Timberland gear, technologies and brand storytelling.

An interactive test module has been designed as part of Timberland's new store concept launched in the Fall of 2011 in Stratford, UK. Located in juxtaposition to merchandise and environmental graphics, the digital experience creates an interaction between product and digital innovation, transforming the typical retail touch point into a more meaningful communication tool that delivers relevant information and emotional branding to Timberland's global consumer.

Timberland Digital Storytelling 03
Timberland Digital Storytelling 04

Apologue, in collaboration with Automata Studios, Iron Claw and Audio, Video & Controls, designed a custom, open-source cloud-based HTML5 system that is able to dynamically retrieve remote data and create real- time, uniquely generated storytelling at every interface touch point, in every store, at any location around the world. The systems allows Timberland to add and tag assets for immediate integration into the storytelling all around the world in real-time, while being managed and monitored from a central location.

Timberland Digital Storytelling 05

The interactive touch points transcend traditional retail models by transforming the shopping experience into a dialog between the brand and the customer. The system is uniquely designed to adapt, capture and learn from each store globally, providing unique, location-specific content to individual stores and inviting customers to provide meaningful feedback about Timberland products and initiatives that can then be converted into meaningful data for the brand.

This unique interactive system is being tested in key store locations in Singapore, the UK and the US.