Timberland entrusted us to bring their biggest brand moment of this century to life in our home city, London. All as a part of a global screening roll-out of their exclusive documentary, chronicling 50 years of their iconic 6” classic wheat boot.
Celebrating the boot’s rise to fame and cultural significance throughout the ages, we teamed up with Timberland’s global team to design, produce, deliver, and host a night of sound and movement to accompany the screening of their documentary: This Is Not A Boot, created in collaboration with Highsnobiety.
Delivering a multi-layered branded experience, our design direction was inspired by the adoption of the original Timberland boot in London’s rave scene back in the 90’s. Transporting members and VIP’s back in time to the hedonistic heyday of Timberland with an iconic branded club night in the city’s home of electronic music, Fabric.
In true rave style the experience’s location was kept secret, revealed to attendees via text in the build-up to the event and teased prior with an out of home fly postering campaign across the inner-city, using digitally interactive posters designed by our in house graphic team.
Anticipation built, event night saw guests arrive in hundreds through an immersive wheat haze and walls worth of fly-posters. Fabric’s Room 2 was transformed into a documentary-screening theatre and the mezzanine a VIP hangout. Artist, Soldier Boyfriend took to live customising the iconic boot onsite and the venue’s body-sonic dance floor in Room 1 become home to the sounds of Deviation, with Benji B, Judah and Laelo Black on the decks.
An extraordinary night for a global icon, celebrating Timberland’s humble beginnings as construction work boot to its bold adaption across global movements.
CLIENT: TIMBERLAND
WHAT WE DID: DESIGN, PRODUCTION, INSTALLATION, OOH MARKETING, EVENT & TALENT MANAGEMENT
LOCATION: FABRIC, LONDON
COLLABORATORS: HIGHSNOBIETY, DEVIATION
SEEN IN: HIGHSNOBIETY, UNIFORM DISPLAY