50 Years of TIMBERLAND at Citadium

A vibrant interactive phygital experience!

For a playful and innovative presentation of their products

Visitors to the Timberland 50th anniversary stand at Citadium, seen from above

Timberland called upon the agency Seven to create their anniversary pop-up stand at Citadium for three weeks. To discover: for its 50th anniversary, the brand released 8 colors of its flagship shoes, much to the delight of its customers.

Timberland's colourful stand at Citadium seen from the escalator

The objectives of this interactive in-store experience.

The objective was to allow visitors to the stand to discover the anniversary collection in an interactive and immersive way.

In order to arouse interest and attract customers, we therefore designed a stand that highlights each of the shoes on pillars in their respective colors.

The challenges of this interactive phygital experience.

  • Express setup in one night.
  • Making the shoes interactive without aesthetically altering them.
Timberland boot placed on an interactive plinth that triggers content
Pink Timberland boot on the interactive plinth, pink content on screen
Timberland 50th anniversary stand at Citadium, colourful sweatshirts and boots

Our mission

Working in partnership with the teams from Seven and Frénésie, we developed the concept for both the stand and the phygital experience presented. The aim was to enable stand visitors to explore the anniversary collection in a way that was both interactive and immersive.

To generate interest and attract customers, we created a stand that prominently displayed each pair of shoes on pillars, each in their own color.

Visitors were encouraged to pick up their preferred shoe and place it on a central pillar. When a shoe was placed, related content with matching color was triggered on a screen, and the entire stand changed to the color of that shoe, further immersing the individual in the experience…

To achieve this, we developed an application and connected the shoes to it using a NFC chip recognition system.

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