Dr Martens goes back
to its roots with German pop-up
Classic UK footwear brand Dr Martens staged an exclusive pop-up at German department store Breuninger Stuttgart. The modular store fixtures are now to be redeployed at additional locations.
(Author : Matthew Valentine)
The activation fitted with Dr Martens 'Tough as You' campaign, with its message repeated consistently through the space. The pop-up, played with 'rough' elements to highlight the toughness and strength of the iconic footwear range. This involved the use of a wide variety of materials and props. Fake concrete, ratchet straps, and wire mesh were used to give the sense of a demanding work environment. Bright yellow warning lines were used to grab attention. There was also a digital component, in the form of branded video content.
While Dr Martens is thought of as a distinctly British brand, its origins are in Germany. Army doctor Klaus Martens designed the original boot after hurting his ankle in a skiing accident in 1945. UK company R Griggs bought a licence to manufacture the boots in Britain, introducing some changes before launching them in 1960.
Breuninger Stuttgart was established in 1881, and still occupies its original site as its headquarters branch. The store has been extended to cover 35,000 sq m (376,737 sq ft) in its central location. It has grown so much that the store encompasses a pedestrianised thoroughfare that remains open when the shop is closed.
The retailer has stores in a number of other cities, including Dusseldorf , Erfurt, Ludwigsberg, and Leipzig. Its sells wide ranges of fashion, clothing and homewares products.