Timberland stood out in their display of the Future 73 collaboration with artist Nina Chanel Abney. Their display, spotted In The Field at Timberland’s SoHo store, is the location they typically release collabs like this.
For the Future 73 project, the heritage brand seeks to invigorate itself and reach new audiences by partnering with emerging trendsetters. Timberland “invited a team of future makers to reimagine its icon and its legacy… catalyzing it into the future.”
Creatively speaking, the alignment with Nina Chanel Abney makes sense. She is an iconic contemporary New York based artist with a distinctively bold visual style. Her work is included in collections from New York to Hong Kong, and her original paintings are coveted. Chanel Abney’s intricate work, delving into a spectrum of themes from race and celebrity to religion, politics, sex, and art history, infuses Timberland’s rugged, utilitarian aesthetic with depth, humanity, and emotional resonance.
The Products
The product line centers on two boots: the 78 Hiker and the 6-inch Boot. These boots are highlighted by interchangeable elements (such as canvas quarter panel overlays, laces, and snap-on graphics) allowing you change the look to fit your mood or style.
In addition to the boots, the line includes a range of graphic tops, headwear, pants, a jacket, and an expressive cardigan that essentially functions as wearable art.
Timberland is doing so much right with this collab, expectations were high for its in-store execution as well. Visual merchandising can make or break a product launch, especially when trying to introduce an audience to something new.
The In-Store Activation
Inside of the SoHo store was a small but effective retail display. Place in a high-trafficked location, the brand smartly utilized space to communicate the core aspects of the launch. All of the boots and apparel were there to see, but more importantly, so was Nina Chanel Abney. A prominent standing placard featured Chanel Abney’s image and backstory, providing customers with a deeper understanding of the artist’s vision. Flanking the display, looping videos with subtitles played, where the artist delved into her approach. Such storytelling in a retail setting is key to provide Timberland’s customers a richer, more informed experience.
The display wasn’t overly attention grabbing and won’t pull people in from the street and this could be seen as a problem. I personally would have liked to see louder pieces, such as the cardigan, come to the surface. The one item of apparel is a showstopper, but it was not in any way presented an innovative or futuristic manner. Timberland’s display proves that retailers can optimize a compact area to convey campaign narratives and amplify their commitment to creators. If a customer learns about an exciting collaboration online, they should encounter a tangible representation in-store, even if it’s just a poster with a QR code.
Final Thoughts
The collab appears to be a controlled rollout. The activation in the SoHo store carried the weight of the drop in NYC. Other locations didn’t have a similar merchandising strategy. In a recent post on this collab the team discussed how the Jordan Brand x Nina Chanel Abney dropped fell way short of expectations. Brands have to figure out how to convey the message beyond a flagship store display. The messaging has to show up in splash pages on websites and through additional coverage. I would love to support these in-store initiatives with additional videos like the YouTube short above. Feel free to reach out for consulting and additional opportunities.
Will the Nina Chanel x Timberland Drop End Up Like the Jordan x Nina Chanel Collection?
