TIMBERLAND CELEBRATES ITS 42ND ANNIVERSARY WITH THE OPENING OF ITS FIRST NEW CONCEPT FLASGHIP STORE IN SOUTHEAST ASIA WITH A FASHION PRESENTATION OF THE BLACK FOREST COLLECTION
Singapore, 5 November 2015 – International outdoor lifestyle retailer, Timberland, celebrated its 42nd Anniversary and the launch of its FIRST new concept boutique in Southeast Asia with an exclusive media preview held at Raffles City (#01-30) on last Wednesday, 28 October 2015. The opening event, which also coincided with the brand’s 42nd Anniversary celebration, was graced by Singapore's well-known personalities and also saw a fashion presentation of Timberland's Fall/Winter 2015 highlight of the season, the Black Forest Collection.
Spanning 2,293 square-feet, the revamped Timberland Raffles City boutique features new textures and decor that emanates a warm and homely feel. Embodying elements from Timberland's latest global campaign, “Made for the Modern Trail”, the store's decor redefines the outdoors, bringing it closer to the city where the new generation of adventure seekers live their lives.
The new concept boutique drew inspiration from one of London's oldest and famed streets, Regent Street. It emphasises on being fresh and authentic, with natural timbers and exposed brickwork forming the backdrop for reclaimed vintage furniture and a chandelier of hand-blown glass – all elements of traditional yet refined New England craftsmanship. The space is peppered with handmade and repurposed materials, many directly from the brand’s New Hampshire birthplace. Playing with atmospheric contrast of light and shadow, the decor emanates an inviting and comfortable vibe, even allowing on-site product personalization for customers which I personally think is very good.
In addition to fashion editors of key media, some familiar faces who turned up in support of Timberland included MediaCorp artiste Shaun Chen; radio personalities Melody Chen and Daphne Khoo; MTV Asia VJ Hanli Hoefer; hosts Richard Herrera, Danny Yeo, Randall Tan and Edward Russell; actress Cynthia Lee; fashion producer Daniel Boey; singer Alfred Sim; fashion stylists Lionnel Lim, Sharon B Tan, Kovit Ang and Verna Tan, and influencers Eden Ang and Ning Cai.
Making special appearance at the event were Timberland MarkMakers celebrity host and actor, Utt Panichkul (on the right) and award-winning photographer, Willy Foo (centre). The Timberland MarkMakers comprise of a talented group of global cultural producers who are chosen based on their contributions to their respective fields, whether in photography, music, fashion or art, while staying authentic and true to themselves. The MarkMakers program seeks out creative, inspired and respected influencers that have made an impact and are admired in the passionate work that they do. It aims to share their hands-on approach to life and what drives them to make their mark while being in their element.
Upon arrival, guests were treated to champagne and canapés as they admired the pieces from the Black Forest collection that filled the newly revamped racks in store. Hosted by Radio DJ Sonia Chew, the upbeat crowd was introduced to Timberland's global campaign entitled, "Made for the Modern Trail"; the Fall Winter 2015 Black Forest collection and Timberland's very own Shoe Care Specialists by Ms. Daisy Tan, General Manager of VF Brands, Singapore and Malaysia, the company that owns Timberland.
Following this, Utt and Willy shared insights into their daily experiences with the brand as Timberland MarkMakers, and how and why Timberland fits into their Outdoor Lifestylers lifestyle.
Next, guests were treated to a sensational fashion presentation of the Black Forest collection. As the first beats of music started, the store began buzzing with excitement as the models descended into the store via the escalator decked in stylish pieces from the latest Fall/Winter 2015 Collection.
As the showcase reached its highlight, the models strutted through the urbanscape amongst guests who were able to take an up-close look at the Black Forest ensemble. The Men's collection conveyed a sense of freedom and versatility, while the Women's collection featured striking details, such as various shades of grey and black, ensuring every woman looks effortlessly chic and ever ready for her daily route on the Modern Trail.
The Black Forest collection encapsulates the monochromatic trend by playing with the various shades of the grey. The result is a mix of versatility and boldness, with the contrasts and blends of black, white and every hue in between complementing one another. All in all, the collection is perfect for the Outdoor Lifestylers of Singapore who are constantly on the go, ready to take on any challenges that may come along!
In line with the celebratory mood, Mediacorp artiste, Shaun Chen, and Radio DJ Melody Chen were surprised with a birthday cake, as guests cheered on and extended their well-wishes to the Scorpio babies. The evening’s high note of festivity continued as guests unleashed their inner shopaholic and began browsing through and tried on the wide selection of Black Forest apparels and footwear as they made their decision on their favourite footwear or an apparel item that they could bring home, compliments of the good folks from Timberland.
Throughout the event, guests also took photos of four key highlights for an Instagram Contest. This included a selfie at the photo wall; a snapshot of or with either of Timberland MarkMakers; a photo of the fashion presentation and lastly, their favourite item of the Black Forest collection. One lucky winner will be picked to win their favourite item pictured in their Instagram post.
It was a lively and rewarding evening where guests had embarked on the Modern Trail with Timberland to celebrate its 42nd Anniversary and explore its new store concept through the Black Forest collection. Many guests expressed delight in the revamp and sang praises of the extensive range of rugged to refined footwear that will take them around in the city and beyond.
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Dawn Lee at the event.
Probably gonna get this! :)
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