With DJ Thrice Groove setting the vibe with lively music, attendees at Ponce City Market embraced the sounds of spring as the season kicked off in style.
Timberland has launched a weekend pop-up activation at Atlanta’s Ponce City Market, offering visitors an immersive experience showcasing the brand’s craftsmanship and heritage.
The two-day event, running from March 29 to 30 from 11 a.m. to 7 p.m., features live boot-making demonstrations by craftsmen showcasing how their iconic boat shoe is created. Among them are Curtis Schnackenberg, a skilled shoemaker and prototype designer, and Dimitri Fonti, his colleague and fellow prototype designer.
“I am doing a hand sew on the Timberland 3-eye lug boat shoe,” Schnackenberg explained. “It involves a moccasin stitch, commonly done by hand, using two needles and a single thread in a weaving pattern across the toe of the shoe.”
Fonti, who works on Timberland’s design and advanced concept side, was also at the event, demonstrating another key step in the process. “I’m currently building the collar for the Three-Eye Lug boat shoe,” Fonti said. “I’m doing the first process of building the main pattern that Curtis will later do the moc stitch on.”
When asked how long it takes to create a pair of shoes, Fonti shared insights into their process. “It kind of depends. Right now, we’re doing it individually, similar to a production line in a factory. While factory production times vary, Curtis and I have been working together for a while and can finish a pair in about a day or two, depending on the customizations.”
Visitors can participate in a virtual scavenger hunt exploring the brand’s history and advertisements whose old advertisements aligned a wall of activation. Those who successfully complete the challenge will receive branded prizes, including playing cards and thermos cups.
The pop-up includes a custom embossing station where attendees can receive personalized keychains or boot charms featuring the Timberland logo and “ATL” as a memento of the event.
A highlight of the activation is a Georgia-themed Custom Field Boot displayed in a glass case. The company is hosting a sweepstakes with one winner receiving a custom-sized version of this boot plus a $500 Timberland gift card. Two second-place winners will each receive $500 gift cards.
Photo by Noah Washington/The Atlanta Voice
The same craftsmen at the event have previously created custom footwear for celebrities, including Doja Cat, Tate McRae, and Lewis Hamilton.
Schnackenberg, who traveled from Timberland’s base in New Hampshire for the event, shared the pride he feels in his work. “Seeing someone wear a pair of shoes I worked on is the best feeling,” he said. “Knowing they’ll enjoy them for a long time, that it’s a piece in their closet they always go to—it makes them feel better, stronger, tougher.”
Fonti echoed that sentiment, highlighting the importance of showcasing the shoemaking process to the public. “I think people are really interested in the behind-the-scenes work. Before I got into the industry, I was fascinated by this kind of stuff, so it’s great to give back to a community that appreciates craftsmanship. So much of this process is hidden, so it’s cool to expose it like we are here.”
The pop-up is only accepting online sales but will be offering a 20% discount to visitors and is currently located at 675 Ponce De Leon Ave NE in Atlanta’s Ponce City Market.