‘Flexible’ is one of those words that retailers are fond of using in reference to new stores, but the reality is frequently different.

Not so the new Timberland Lab in the massive and quaintly named King of Prussia mall in Pennsylvania.

Here the New Hampshire-based footwear brand and retailer has opened a store that can be changed at the click of a finger, according to Bevan Bloemendaal, vice president, global environments and creative services.

When it opened last month the theme was ‘Streetology’, which as the name would suggest had an urban feel.

It also featured 67% less stock than would be normal in a Timberland store, and oversized imagery around the store, both of which contributed to the sense almost of a curated space.

Now ‘Streetology’ has gone and in its place is ‘Shevolution’, shoes and boots for women using the same underlying visual merchandising principle; and this will be followed in about a month by ‘Made To Give’, with details to be revealed.

With its Lab store, Timberland is giving shoppers reasons to come back.