Dr. Martens has unveiled a new interactive store design at its Oxford Circus flagship to coincide with the launch of its Ambassador Leather collection.
The bootmaker said the new range’s debut also marks a “bold new direction in retail” as it focuses on engagement and impact in key cities.
This strategy, driven by the brand’s global team and developed in collaboration with Leeds-based creative agency Syn, includes a significant retail installation.
The first iteration of this new investment in physical retail can be seen at its Oxford Circus, London store. The footwear retailer plans to launch more interactive installations both in the UK and internationally in the future.
The store features “an eye-catching window display” made from the Ambassador leather, highlighting the comfort and “suppleness of the material”.
Inside the store, the theme of “experiencing soft” continues with large, oversized product displays, exaggerated seating, and a try-on bench.
A tactile campaign wall can also be found inside, with Ambassador Leather boulders inviting customers to physically feel the softness of the new leather.
Dr Martens senior global retail marketing manager Sam Kelley said: “The Ambassador Leather collection space is both intuitive and captivating, an engaging space that we believe consumers will really enjoy.”
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Syn creative partner Paul Birkhead added: “The bold new direction that the brand has taken in retail really does open up the opportunity to be more expressive with our approach. Always focused on the product but with the license to push the storytelling to new levels.”
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