Goodhood was excited to hear about the opening of Dr Marten’s first pop-up shop in London in this month. The store is based in the heart of London’s Spitalfields Market and conceptual plans were to create a pretty unique experience for shoppers. Shoppers enter the store via the traditionally out of bounds back-of-house stock room and the store itself has been designed to reflect the Dr Martens attitude and heritage which turned the brand into a counter-cultural classic from a working-class essential. Creative brand management company “Fresh” has collaborated with design company “Campaign” in the creation of a warehouse style space which features off-the shelf industrial fittings that have been customized for the store, furniture that is shrink-wrapped, yellow PVC artwork and hanging barriers and lots of metal caging.
Even though it is being touted as a “pop-up” store, we’re hoping they will break the mould of traditional pop-up stores and will be around for a while rather than disappearing as quickly as it appears. It sounds like they’ve got the design spot-on and that it will really represent the traditional Dr Marten brand image so hopefully they’ll feel justified in extending their lease.
Take a look at some of Dr Marten’s slightly less traditional footwear in our Dr Marten’s section – we think you’ll like them!