frank agterberg/bca was commissioned by TIMBERLAND Europe to manage various events in Belgium and the Netherlands celebrating the brand’s iconic boat shoe. The relaunch of this classic model features a never-before-seen issue of the shoe, designed with premium leather and combined with soft suede that comes in various bright colours.
During the months of May and June, awaiting the summer heat, customers who purchased a pair of boat shoes received a gift box, including coloured lace and needle to customise their newest buy. In-store, a customisation-crew helped the customers in the process, allowing every single one of them to come up with a very own version of the shoe. Originality galore in all Timberland stores! Even a selection of patches was offered to stitch onto the shoes, for personalisation.
On top of that, Timberland invited illustrator Skulljan and artist Loes van Delft to customise an enlarged version of the shoe. Their creations were placed in-store, to show customers how endless the possibilities are when it comes to creation on one side; and to inspire them in coming up with their own, on the other.