Old print advertisements align a wall of the activation, Saturday, March 29, 2025. Photo by Noah Washington/The Atlanta VoiceWith 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 launc hed 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- 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 is Curtis Schnackenberg, a skilled shoemaker and prototype designer, alongside his colleague and fellow prototype designer, Dimitri Fonti.“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 the design and advanced concept side of Timberland, was also at the event demonstrating another key step in the process. “What I’m currently doing is building the collar for the Three-Eye Lug boat shoe,” Fonti said. “I’m doing the first process to build 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 the 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.Prototype Designer Dimitri Fonti (above) at work during the first day of the Timberland activation at Poce City Market. Photo by Noah Washington/The Atlanta VoiceThe 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.The post Timberland Hosts Pop-Up  At Atlanta’s Ponce City Market appeared first on The Atlanta Voice. ...read more read less