Green Room Birmingham

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We partnered with urban outdoor lifestyle brand- and long-standing client- Timberland, to help bring to life their longstanding commitment to protecting the environment in a temporary green space concept ‘Timberland Park’, which premiered at Bread&&Butter 2018 – the festival of lifestyle and culture.

The brief was to design an exhibition showcase creating an authentic link and exclusive launch pad for Timberland’s ‘My PlayGreen’ initiative – supporting the rejuvenation of public, urban outdoor spaces – whilst cultivating the core B&&B customer (Gen Next) to the importance of environmental sustainability. Key to the concept was the curation of a space that instantly offered a change of pace to the chaotic nature of the event; capturing the essence of an urban park, it had to be sensory, interactive and host to moments of organic serenity. It would also be home to the unveiling of the exciting new seasonal collaboration with prolific fashion designer Christopher Raeburn.


We set about mapping the potential journey of the festival goer and how we could engage all five senses as they navigated different zones; the textures underfoot, the sounds of the park, the scents of freshly cut grass, the dappled light catching the eye as it fell to the ground, the taste sensation of the refreshments.

A multi-sensory, organic 180sqm eco-conscious park was born, inviting visitors to slow down and step into its own unique, foliage-lined environment. Over the 3-day show, Christopher Raeburn- famous for his considered fashion and carbon footprint- and his talented team ran premium, hands-on, VIP workshops in a dedicated space, offering selected influencers, press and VIPs the chance to create their own bag using recycled, surplus parachute silks.

Timberland Park was crafted with real grass and trees – all tagged for return to their nursery post-event – as lights slowly transitioned, mimicking the movement of the trees, a bird song soundscape played overhead. A relaxation area featured tents hanging from the trees for foot-weary visitors, offered moments of calm and escape, whilst ‘Earthkeepers’ messaging planted in the ground provided elements of discovery for visitors.

Creativity, interactivity and sensual engagement were key to this concept. ‘Tees and Trees’ workshops invited people to get hands-on with the brand; the more green-fingered visitors could roll up their sleeves and plant their own terrarium, encouraging tactile interaction, whilst the ‘2-minute tees’ workshop gave B&&B goers the opportunity to take away their own customised organic cotton t-shirt in a hessian bag - both workshops accessible via an encouraged €5 donation to Timberland’s My PlayGreen Berlin fund.


The results:
7,717 unique visitors interacted with the stand throughout the 3-day expo duration
965 clearly loved the experience as they visited more than once
The average dwell time was 11 minutes 28 seconds, however, over 800 people spent more than 30 minutes on the stand
750 tees were made in the ‘Make a Tee’ workshop
400 terrariums were also lovingly cultivated


Date created: July 2018 2018-07-01T00:00:00+0100
Date published: 28 February 2019 2019-02-28T10:07:08+0000
Annual 2019 ShortlistTimberland - Bread&&Butter 2018 pop-up experience, BerlinExperiential Project featured: on 5th February 2019

Timberland - Bread&&Butter 2018 pop-up experience, Berlin

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