Customers can sample a local craft beer while shopping at the new Timberland specialty concept store. Called The Timberland Tree Lab, the store recently opened in the King of Prussia Mall in Pennsylvania, the second-largest shopping mall in the U.S. The experimental store features carefully curated collections and brand stories in a gallery-style setting that will change every six weeks. The Tree Lab started off with a Streetology themed installation, offering Timberlands's new men's FlyRoam collection, which features the AeroCore energy system for weight-reduction and flexibility, as well as new styles utilizing SensorFlex comfort technology. A SHEvolution installation will follow in September with the entire store dedicated to women. The Timberland Tree Lab is one of several initiatives that Timberland is launching this autumn, including a series of “flex retail” stores across the country.

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