The unique, timber-clad design at London's Westfield shopping centre, created by Checkland Kindleysides, clinched the Marketing Design Excellence Award, reserved for the 'best in show' from all the winning entries.
The judges, led by Howard Milton, design pioneer and founder of agency Smith & Milton, praised the 'beautiful' execution and 'first-class' attention to detail of Timberland's eco-friendly store design, which aims to bring the brand's tree logo to life.
Jeff Kindleysides, co-founder of Checkland Kindleysides, says the fa?ade gave the retailer 'ownership' of a corner junction at the mall, and communicated its key values.
'We have been on a journey with them,' he says. 'They are very clear about what their brand values are, and this store demonstrates the way they see the world.'
The award winners were unveiled over lunch at London's Grosvenor House hotel last week, in an event hosted by art critic and TV presenter Andrew Graham-Dixon.
There were 16 category awards up for grabs, covering everything from packaging to customer communications and brand experience.
Red Bee Media enjoyed a successful afternoon, taking home a trio of awards for its work for TV broadcaster clients, including the successful rebrand of BBC Three and the branding of UKTV station Blighty.
Other winners had produced work for brands as diverse as Macmillan Cancer Support, the Museum of London and Tate Liverpool.
Marketing relaunched the awards to recognise the exceptional work being produced by design agencies that was helping marketers to meet consumers' expectations and demands.
The call for entries for next year's event will commence on 1 January, for work that has been originated or completed between January 2009 and June 2010.
As pressure on retail space intensifies and consumers take more control over their purchases, great design work will play an essential role in giving brands an all-important share of voice. These trends suggest that the work on show at next year's Marketing Design Awards will be even better.
Roll of honour
- Alcoholic drinks: The Brand Union for SABMiller
- Automotive, marine and aerospace: Fitch for Goodyear Dunlop
- FMCG: Coley Porter Bell for Dylon
- Home shopping and retail: Checkland Kindleysides for Timberland European Services
- Media and entertainment: Red Bee Media for BBC
- Pharmaceutical and healthcare: Corporate Culture for Merseyside Primary Care Trusts
- Sport and leisure: Coley Porter Bell for Museum of London
- Third sector: Macmillan Cancer Support (in-house design)
- Packaging: Jones Knowles Ritchie for Premier Foods
- Customer communications: Pauffley for Deutsche Bank
- Brand experience: Jack Morton Worldwide for Ericsson
- Direct marketing: Dave Soho for Channel 4's Battlefront
- Digital: Red Bee Media for UKTV
- Identity: True North for Tate Liverpool
- Product Launch: Red Bee Media for UKTV
- The Marketing Design Excellence Award: Checkland Kindleysides for Timberland European Services
To see an online gallery of the winning entries, along with entry details for 2010, go to marketingdesignawards.com
This article was first published on marketingmagazine.co.uk