Dr. Martens, the iconic footwear brand, has long been associated with subcultures, rebellion, and self-expression. In 2021, the brand opened a new flagship store on Carnaby Street in London, a historic hub of fashion and music. The goal was to create a retail experience that would not only showcase the brand's products but also embody its rebellious spirit and provide a platform for free-thinkers to express themselves.

The design team faced several challenges in creating the Dr. Martens Carnaby Street experience. First, they needed to create a space that was both authentic to the brand's heritage and modern and inviting. Second, they needed to integrate digital technology in a way that enhanced the customer experience without being gimmicky. Finally, they needed to create a space that would foster a sense of community and belonging.

We created two digital touch points, the Drop Style Panels and the Icon Wall. The Drop Style Panels use LED broadcast content to support hero product displays with motion and proximity-triggered content, creating a surprising reveal moment. The Icon Wall is a browsable activation that allows customers to engage with immersive product information and inspiration.

With NFC technologies we enabled product recognition, in this case, the Dr. Martens shoes, triggers content on a touchscreen with interactive 3D product models, key messaging hotspots, inspirational content, and key product messaging.