A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
News, Milan

Timberland Built For The Bold, Orefici

In 2022, we developed a physical and digital visual centre for Timberland’s epic Built For The Bold campaign.

As a part of this global project, we designed the installation for Orefici 11, a multi-brand concept store for VF Corp. Our Orefici installation sought to be the best presentation of the new visual centre, introducing Timberland’s new brand voice for the first time at retail.

The first phase of the retail activation focused on presenting the campaign film in a powerful and engaging way, highlighting the boot that started it all for Timberland: their Original Yellow Boot. The second phase introduced a new line of products paired with authenticator stories told through video clips and objects key to the work and passion of their lives.

We sought to blend the physical and digital experiences in an easily digestible way, by bringing raw physicality to the video presentation, animated campaign lock ups on ticker-style LED panels, museum-like displays of key objects from the toolkit of authenticator’s lives, which was mirrored graphically on the online experience.

Entrance columns were clad in OSB to take over the large space with a simple material gesture — this then became a blank canvas for artists to make bold visual statements in the space, adding a further dimension to the Built For The Bold story, by creatively inspiring Timberland customers to ‘Get Shit Done’.