Dr. Martens opens Camden store
Latest UK flagship carries the full range for men, women and kids.
By Laura Turner
12 April 2017
Iconic shoe brand Dr. Martens
has opened its 30th UK store in Camden, London. Situated in the Camden Market area, it offers two floors covering approximately 4,000 sq ft and employs a crew of 25.
The store is a grade II* listed, 19th Century building, originally used as a tack room for horses. With many of the original features still remaining, it is a natural fit for Dr. Martens’ retail concept, which focuses on an industrial and stripped down environment.
In addition to carrying the full Dr. Martens range across men’s, women’s and kids’, consumers will get the opportunity to view limited edition, exclusive designs that can only be bought in the new Camden store. Classic DM satchels are also available, with or without studding features, alongside T-shirts with a unique ‘Made for Camden’ illustration.
Throughout the store there are a number of special areas and features including a commissioned one-off piece of art from Specials bass player Horace Panter, who has interpreted the brand’s deep rooted link to youth subculture through his own unique take on Camden.
Meanwhile, interactive elements include a free GIF booth for consumers to engage with, as well as a designated area for artists and fans to personalise their favourite Dr. Martens, old and new.
To complement the new flagship, a brand experience space has been created next to the main retail floor featuring a permanent stage and backline supported by Marshall Amps and Natal Drums. Throughout the year, there will be a full programme of music activation in collaboration with online radio specialists, Mixcloud
. Around the perimeter of the space, the brand’s authentic connection to music and youth-subculture, from the 60s to present day, will be showcased through one-off, never-before-seen brand items in addition to music memorabilia and original items donated by The Joe Strummer Archive, Pauline Black and Twin Atlantic, to name but a few.
Elsewhere, a Virtual Reality experience powered by Oculus
provides a virtual tour of the brand’s original UK factory, enabling customers to see how a pair of Dr. Martens are made from start to finish.
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