Timberland nature playground

22 January 2010

Timberland nature playground
Environmental Branding Campaign
October 2009

This is an environmental branding project for Timberland. The objectives of this project is to visually express the brand in an environment without using its logo and merchandise. The project also aims to enhance Timberland corporate social responsibility and the importance of reforestation. The concept is to bring nature landscape into an urban city and to encourage city dwellers to experience outdoor activities.

This environmental branding project needs to be implemented at the plaza outside Raffles City, at the junction of North Bridge Road and Stamford Road. The gray concrete façade of Raffles City is transformed into a green nature landscape through the use of canvas, while the granite tiles of the plaza is covered with portable grass turf. In line with Timberland environmental friendly and socially responsible policies, the brand is visually expressed through placement of tree trunks used for reforestation tree pruning programmes. Boulders and recycled rubber tyres are strategically placed to create a simple rugged playground and at the same time, not obstructing pedestrian traffic flow. Swings constructed using recycled rubber tyres allows passer-bys to rest and chill in comfort.


Site Plan


Site Elevation


Site Model

[This project was submitted for "VIS360 Environmental Design" module during AY2009/2010 Semester 1 (ADM Year 3 Semester 1). "VIS360 Environmental Design" is a Prescribed Studio Elective course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Asst Prof Deborah Lee Alden.]

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