JGA Designs Sustainable Exhibit for Timberland PRO

2/19/2009 - When creating a trade show exhibit space for the company's PRO industrial division, Stratham, NH-based shoe retailer, Timberland, looked to Southfield, Michigan-based design firm JGA. The concept needed to be modular to accommodate various trade show configurations. At the same time, it was imperative that the exhibit space communicate the company's well-known commitment to sustainability.

Modularity and Reuse:
Timberland's trade show exhibit is based almost entirely (82%) on "earth-conscious" materials. While it was once common practice to discard exhibit booths after use, this exhibit was designed to have a five-year lifespan. The 1,600sf exhibit design is first and foremost a vehicle to showcase the brand's product line through footwear, apparel, and multimedia displays, but it also incorporates a working office with seating for 8 to 10 people, as well as storage. The geometric design is a deliberate strategy for the interchangeable framework of the booth. "It can be rearranged in numerous configurations within the footprint", comments Ken Nisch, chairman of JGA and principal in charge of this project.

Design Elements:
- 83% of the booth is eco-conscious, with 60% recycled materials, 4% reused, and 19% renewable. 82% of the materials in the booth can be reused or recycled into other products at the end of its five-year targeted life span.
- The "Tornado" - a vertical, circular tapering element atop the booth.
- Contrasts the solid, geometric and rectangular aspects of the base podium and provides a 360-degree visibility element.
- The structure was designed and assembled to mimic the look and feel of scaffolding found on a construction site, with subtle - yet highly recognizable - marks of the trade fundamental to this consumer and the environments in which they work.
- Highly flexible to accommodate different trade show footprints, the modular presentation systems showcase product surrounded by Timberland PRO signature orange painted frames and fixturing details. Timberland PRO orange is also found on materials ranging from reclaimed construction fencing to warehouse racking, while a floor of recycled rubber plates supports the space's "Green" positioning.
- Roll-up galvanized steel receiving doors were intended as flexible dividers to create the "convertible" meeting/sales rooms (that accommodate footwear and apparel displays, storage & multimedia displays, with worktable seating for 8-10 people), and also assist in transportation between show appointments.

Result:
In keeping with Timberland's belief in the importance of environmental values and sustainability - along with the unique branding and iconic attributes of the Timberland brand - 'Outdoor Proven', 'Industrial Strength', and 'Environmental Values in Action' become key elements of this new trade show space; while utilizing a modular concept for various trade show configurations that also support Timberland's sustainability stance.

Ken Nisch commented on the success of the design, "The trade show booth establishes an environment that addresses the company's commercial goals, creating an attraction that sets it apart with this unique 98% earth-friendly expression of the Timberland Outdoor Performance brand.”

Based in Southfield, Michigan, JGA is a full service brand strategy, retail design, architecture, and construction management firm that strives to provide clients with innovative, interactive and experience-focused designs reflecting today's global marketplace. Since 1971, JGA has built its reputation by helping clients realize their visual marketing potential and attain leadership within their niche. JGA believes that bringing a creative idea into reality and achieving success requires the integration of strategic clarity, competitive and market awareness, conceptual innovation and a strong business sense. JGA award winning environmental and graphic design projects include: The Store at the Museum of Arts and Design, Brookstone, Godiva Chocolatier, Hershey's, Jaguar, Levenger, The North Face, Things Remembered, Timberland, Metropark, and Spencer Gifts.

For more information, go to www.jga.com.



Contact:
info@jga.com