Timberland’s redesigned Regent Street flagship employs cutting-edge store design to remind customers of the brand’s history.

If heritage is so important, why do many retailers almost constantly update stores that seek to foster a sense of history? The answer is probably because the idea of what constitutes heritage changes in just the same way as anything else.

One of the more interesting recent examples of this is the redesigned Timberland flagship on Regent Street.

The store has all the heritage bases covered, with brand timelines on one wall, shoemakers’ wooden lasts covering the whole of another and a brick wall bearing the message ‘be authentic’ in white paint on it. There is even a corner set aside, the ‘Lab’, where shoppers can have their ‘classic Timberland’ boots personalised thanks to a bespoke laser cutting machine.

The service is free and adds to the feeling that something authentic and timeless is on offer, yet this is a very contemporary element in a store that seeks to imbue everything with the notion that the brand has been around forever.

Timberland has been on Regent Street for some years, but this latest interior iteration, created by consultancy Dalziel & Pow, shows how heritage really is a movable feast.