Timmermans

Retail Timmermans
Disciplines +
Concept Graphic design Interior design Packaging design Project management

Shop with your senses

Timmermans is a Belgian family owned footwear store. After 145 years in the footwear and leather business, they were at a tipping point in their journey: the next generation was about to take over. A new chapter in their story marked by the opening of a new 400 m2 sized venue.

Well aware of the current position of physical stores – feeling the heat from online shopping – Timmermans wanted to go all-in on what got them here in the first place: offering people a tailored multi-sensorial shopping experience. You can feel the shoes and clothes. Touch them. Slip them on. Even smell them. That’s where a physical store trumps an online one. A sensorial advantage Timmermans translated in an innovative store layout based on the four elements: earth, water, air and fire. We worked with them to establish that vision and their lifelong values in the interior design of the new store.

We divided the t-shaped store into four distinct zones. Each of them representing one of the four elements. A flexible curtain system casually zig-zagging across the length of the space marks every area.

Smack in the middle of it: the fitting rooms and checkout zone. They’re a tad more neutral, yet highly tactile. The flax that covers the fitting rooms almost demands to be touched.

Earth, water, air and fire.

Every shopping zone includes an eye-catching interior object that refers to the element at hand. Some are more understated or daring than others.

A terracotta coloured clay-like volume dominates the earth themed corner displaying premium women’s footwear. On the men’s side a burnt metal wall panel brings in the element of fire. It curves its way around the corner transitioning into a fire themed women’s section.

Relax in an oasis of peace. People instantly feel at ease.

Carole Timmermans

The concept of the four elements resurfaces throughout the entire store. Display systems and volumes in red travertine, raw concrete bricks, blackened wood and tree logs hint at earth and fire, while cathedral glass, semi-transparent curtains and Oskar Ziet’s Plopp stool add a whiff of water and air to the interior.

Unlike most retail stores, Timmermans’ new store isn’t just constructed of fixed shelving and display walls. We added a curated selection of individual tables, columns and furniture for Timmermans to move around with. It gives them the freedom to change things up when a new collection hits the store.

Visual identity

The visual identity plays on the evolution Timmermans has gone through. Its rich, masculine past and the bright future the brand is facing with the next female generation taking the lead. At the base of it is a minimalistic wordmark seemingly weathered by the elements. Softened and feminine on the left. Sharp and virile on the right. The understated colour palette and the scrapbook style add to the idea of drawing from Timmermans’ longtime expertise to shape the future.

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