Hello, World!
Timberland approached us with an ask to design, produce and deliver an experience from their Carnaby Street Flagship Store for their Community Membership Scheme, encouraging women in the city to explore the brand’s adventurous spirit.
From pre-event campaign content capture through to experience management, we set out to not only introduce Timberland’s latest Greenstride Motion Hiking Boot but to also create an authentic community-focused retail experience for Gen Z women in the city.
Knowing that authentic storytelling is key to both brand and the Gen Z consumer, we sourced the ultimate partnership for the experience, landing on a collaboration with Athene Club, the London-based hiking sisterhood facilitating space for women in the field.
Phase one of the project began with a photoshoot, produced by us, with Athene club members; Zaineb, Olivia, Melissa and Arwayeh. Capturing both moving and still assets to be used in promotional material in the lead up to and member-recruitment phase of the event by both Timberland and Athene Club. These striking images were later post-edited by our in house design team and seen as dark posts on both the brand and partner’s Instagram, on Timberland’s community newsletter and throughout points of sale within stores throughout the city. All with the aim to recruit members and reward those members, chosen at random, with the ultimate community day out.
Phase two saw the hike commence, seeing 20 members gather at Timberland’s Carnaby Street store for a pre-hike social and briefing before departing on a hike from the city centre to Eridge Rocks. Gifted on arrival, all members received an event-bespoke community seeding bag filled with a route map, water bottle, carabiner clip, t-shirt, and some trail snacks. Topping it off, members were also gifted a pair of the Greenstride Motion Hiking shoes, making the seeding bag the ultimate pre-hike prep kit.
Designed to truly embrace the outdoors, members explored not only the great British countryside and the spirit of Timberland, but also the community of Athene Club, with member and Botanist, Ali hosting a foraging and illustration workshop at the route’s halfway point.
CLIENT: TIMBERLAND
WHAT WE DID: DESIGN, TALENT SOURCING & MANAGEMENT, PRODUCTION & EXPERIENCE
LOCATION: LONDON
COLLABORATORS: ATHENE CLUB, EARTH TENDERS