Dr. Martens at Selfridges
Orchestrated to support UK footwear brand Dr. Martens’ current First and Forever advertising campaign – the crux of which is celebrating the brand’s rich heritage as a manufacturer of industrial boots – a new installation has popped up in the menswear area of London department store Selfridges.
Created by design consultancy Checkland Kindleysides, the diminutive yet jam-packed space (it covers less than 20 sq m) aims to engage consumers through a range of stimuli that hark back to the past – but in a thoroughly modern manner.
Open-topped display cabinets showcase iconic components of the brand’s signature boots, including rubber compound and metal eyelets. Customers can also watch films about the ‘art of industrial manufacture’ on iPads while listening to a soundtrack of mechanical whirring and grinding. Graffiti-style graphics adorn mirrors, reflecting the rebellious nature and sub-cultural associations of the Dr. Martens’ brand.