Fashion and retail brands are fighting to stay relevant and rethink the brick-and-mortar experience—and Timberland is trying out constant reinvention to keep shoppers intrigued.

Fashion and retail brands are fighting to stay relevant and rethink the brick-and-mortar experience—and Timberland is trying out constant reinvention to keep shoppers intrigued. The brand’s new “Tree Lab” store is completely reimagined and redesigned every six-weeks, shifting to focus on new collections to entice those “constantly seeking something new.” The store is a lesson in Experiencification, serving craft brewed beer and advice on local events to shoppers in a space designed to be “more than just a place to shop.” (MediaPost, RetailDIVE)