Dr. Martens has created a unique store design concept, which will be the first UK store to trade across three floors. The store is complete with engaging wall elevations, spanning all three staircases. The elevations tell the story of the brand, from the beginnings of an icon, through to celebrating over five decades of Dr. Martens. Showcasing images from the ’60s to the present day, the installation marks the brand’s unrivalled cultural relevance with social tribes and music.
Many of the images feature in the Dr. Martens: A History of Rebellious Self Expression book (launching on 17th August 2015) which features imagery and quotes from the likes of Pete Townshend, JJ Burnel, Joe Strummer, The Specials, All Time Low and Ellie Goulding.
Artist Robi Walters has created an exclusive piece of bespoke artwork, made from smashed vinyl worked into the shape of the iconic 8-eye 1460 boot. It will be displayed in a prime location on the store’s ground floor. Robi commented on his artwork for Dr. Martens adding: “I wanted my artwork to capture the energy and shared attributes of both a DM boot and the vinyl material itself – a beautiful, brutal explosion.”
As a finishing touch, the store will showcase artefacts from the personal collection of Mick Jones, of The Clash, including two pairs of his much loved DM boots and his iconic 1958 Les Paul Junior Doublecut guitar. (All on loan to Dr. Martens courtesy of the Rock & Roll public library).
The new store design takes consumers on a journey through the history of Dr. Martens, and also celebrates its ongoing relationship with groundbreaking music. Throughout September consumers will have the chance to attend a series of free events to celebrate the opening. Following the brands new strapline for AW15 ‘Individual Style, United Spirit’, the events will aim to inform and engage both existing and new consumers in an exciting, uniquely Dr. Martens way.
A full range of seasonal and classic footwear, clothing and accessories; together with the sought after Made In England collection will be available to buy in store.
The store will begin trading on 13th August, taking the brand’s portfolio to 22 owned and operated stores in the UK, with Dr. Martens boots now selling in 75 countries worldwide.