The Timberland brand, which belongs to the US clothing group VF Corporation, is currently represented with a new temporary store in the center of Berlin. At Rochstrasse 5, the label now offers a selection of its best-known products in an area of 135 square meters.
According to Timberland, the concept store also serves to “celebrate its cultural legacy and appeal to a community that values creativity, individuality and resilience.” It is therefore “more than a shopping destination,” according to a statement published on Wednesday.
The plan is to host “a series of monthly community events” that “revolve around craftsmanship and self-expression.” These include workshops or collaborations with local artists. The store will also be used to present exclusive collaborations and limited collections from the coming spring-summer season.
Mirian Lamberth, Senior Director Global Creative Direction at Timberland, explained the concept. “Berlin is a city that thrives on creativity, individuality and community,” explained the Berlin native in a statement. “Our new store reflects these core values - where design craftsmanship and culture meet, and we can connect with the Berlin community in a meaningful way. We are excited to bring our heritage and innovation to this vibrant city.”
