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Timberland Re-imagines Storytelling Within the Retail Experience

(February 02, 2012)
DMN Newswire--2012-2-2--
Together with Timberlands in-house global creative services group, Apologue Experience Design Firm has developed an intelligent interactive experience within the retail fixtures that intrigues and engages the customer throughout the store, inspiring them to discover their great outdoors with Timberland gear, technologies and brand storytelling.

To view a behind-the-scenes video about the project, please go to:

An interactive test module has been designed as part of Timberlands new store concept launched in the Fall of 2011 in Stratford, UK. Located in juxtaposition to merchandise and environmental graphics, the digital experience creates an interaction between product and digital innovation, transforming the typical retail touch point into a more meaningful communication tool that delivers relevant information and emotional branding to Timberlands global consumer.

Apologue, in collaboration with Automata Studios, Iron Claw and Audio, Video & Controls, designed a custom, open-source cloud-based HTML5 system that is able to dynamically retrieve remote data and create real- time, uniquely generated storytelling at every interface touch point, in every store, at any location around the world. The systems allows Timberland to add and tag assets for immediate integration into the storytelling all around the world in real-time, while being managed and monitored from a central location.

The interactive touch points transcend traditional retail models by transforming the shopping experience into a dialog between the brand and the customer. The system is uniquely designed to adapt, capture and learn from each store globally, providing unique, location-specific content to individual stores and inviting customers to provide meaningful feedback about Timberland products and initiatives that can then be converted into meaningful data for the brand.

This unique interactive system is being tested in key store locations in Singapore, the UK and the US.

Apologue, Inc. worked closely in developing this global test with the Timberland Global Creative Services teams led by Bevan Bloemendaal, Sr. Director Global Creative Services and Susan Fraser, Director Interactive Group, Global Creative Services.

Concept, Strategy, Creative Direction and Production: Apologue, Inc. 
Executive Creative Director: Tali Krakowsky 
Producer: Marissa Levin 
Creative Director: Beth Elliott
Art Direction and Interface Design: Iron Claw 
Software Development: Automata Studios 
System Design & Technology Integration: Audio, Video & Controls, Inc. 
PR: Priya PR

About Apologue 
Tali Krakowsky is the founder of Apologue, Inc., dedicated to the creation of immersive environments that seamlessly integrate new media, storytelling and physical space. Committed to a highly multi-disciplinary and collaborative methodology, Tali has imagined and created interactive spaces for clients such as CHANEL, Victorias Secret, BMW, the Museum of Modern Art, IBM, Frank Gehry and Van Cleef & Arpels.

Born in Israel and raised in Hong Kong, Tali has a Bachelor of Fine Arts in Communication Design from the Parsons School of Design and a Master of Arts from UCLAs School of Architecture, where her thesis was on interactive architecture. She is a frequent speaker and writer on the topics of design, technology, and architecture, and is also a curator and moderator of global, cross-disciplinary events that focus on facilitating conversations amongst professionals around the science and fiction of immersive design.

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Related Keywords:Timberland, Apologue, Experience Design, Tali Krakowsky, Automata Studios, Iron Claw and Audio, Video & Controls,


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