The stringent brief from Dr. Martens required the design of the pop-up store to be replicate-able in any city in the world using materials that would be easy to assemble and source, and be very low cost. In addition, the design had to be unique as well as reflect the brand.
Inspired by Dr. Martens’ heritage and attitude that catapulted it from a working-class essential to a counter-cultural icon, the store has been designed with a no frills aesthetic using inexpensive industrial materials, readily available and quick to assemble.
Campaign have combined off the shelf industrial fittings with customized elements to create a shop more akin to a warehouse stockroom, an area usually out of bounds to the customer.
The Dr. Martens brand’s trademark yellow is vigorously expressed throughout the space; footwear on display on the back wall is illuminated with yellow and white fluorescent lighting and an 18 x 3.5metre heavy-duty bright yellow PVC curtain divides and enlivens the shop floor.
The warehouse vernacular also includes Gypframe metal wall systems for display, construction site lamps to light merchandise and loading palettes that are stacked or shrink-wrapped to form impromptu display units and a cash desk. Salvaged furniture and objects such as ladders and stools are also shrink-wrapped and can be found dotted throughout the store. In-store and exterior signage has been stenciled with spray paint to the store’s glass facades, the existing concrete flooring and shrink-wrapped objects.
Constructed within six days, the interior fit-out of the pop-up store was achieved at a fraction of the cost of a conventional retail fit-out. This pared down and functional approach mirrors both the brand and the prevailing economic mood.
Location: Spitalfields, London, UK
Art Direction: Fresh
Main contractor: Triplar
Shrink wrapping: Marine Shrink Wrapping
PVC curtains: Munsch & Co
Shelving: Gypframe, Ese Direct
Client: Dr. Martens
Gross internal area: 180 sqm
Total cost: £15,000
Completion date: 20 August 2009