Timberland’s new Tree Lab concept store in King of Prussia Mall will provide a new theme and products every six to eight weeks, writes Jean E. Palmieri for WWD.

The inaugural theme is Streetology that showcases Tree Lab’s FlyRoam collection for men “where style for city streets meets hidden technology that’s been tested and proven for long days (and nights) in the city.”

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The store emphasizes storytelling through its product collections displayed in a gallery-style setting that combines sleek and angular design with minimalist product displays.

As an added bonus, Tree Lab shoppers will be able to sample local craft beer from Tröegs Independent Brewing or enjoy a bottle of water that may then be recycled into the brand’s linings or shoelaces.

The first revamp will be in late September, when Tree Lab will introduce the ‘SHEvolution’. This will feature a selection of footwear dedicated to women.  Then in November, it plans a holiday-theme.

“Tree Lab is more than just a place to shop,” said Kate Kibler, VP of Timberland’s direct to consumer business in North America. “Everything a consumer experiences from the moment they enter has been designed to enhance their visit.”

Read more about the new store at WWD by clicking here.

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