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Timberland has launched an interactive shopping experience to help shoppers discover the great outdoors with Timberland gear, technologies and brand storytelling, according to a company press release.

The retailer worked with Apologue Experience Design Firm to create 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 Timberland's 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 system 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 company said.

Timberland said the aim of the interactive touch points is transcend traditional retail models by transforming the shopping experience into a dialogue between the brand and the customer. The system is 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.

Stores in Singapore, the U.K. and the U.S. are testing the system.

TIMBERLAND RE-IMAGINES STORYTELLING WITHIN THE RETAIL EXPERIENCE from tali krakowsky on Vimeo.

Read more about in-store media.

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