As part of our continuing work with Timberland, we created spatial designs for the brand’s latest Fall 24 retail campaign, ICONIC, which launched in store recently.

At the heart of Timberland’s ICONIC campaign lies its most recognizable product: the Original Yellow Boot. As a launch piece for the ICONIC campaign, the Yellow Boot anchors a narrative centered on legacy and self-expression, appealing to a new wave of consumers while paying homage to the heritage of the brand.

The challenge was to bring the campaign’s energy, sophistication, and modernity into the physical retail space, creating an immersive experience for customers.

The campaign features an eclectic mix of legendary icons and influential figures, including Naomi Campbell, Kai Isaiah Jamal, Teddy Swims and Slawn, shot by the renowned British photographer and filmmaker Jamie Morgan.

Inspired by the campaign’s photography, we wanted to embrace its black and white color palette to evoke timelessness and elegance, which also ensured a clean, minimalistic environment that would allow the product at the heart of the campaign to shine — the iconic Yellow Boot.

We will share more insight on this campaign soon.