Oxford Street Retail Brand Activation

The aim of the game was simple; impactful retail displays with a sustainable edge. Dr. Martens is committed to doing what’s right for the people and the planet and they aim to leave things better than when they found them. In their sustainability report, they note “As we continue our journey, our focus remains on improving our own operations and supporting our supply chain to do the same.” Dr. Martens seeks to work with suppliers that align with their values, and we are honoured to be a chosen collaborator. Our brief was delivered by Syn Retail who conceptualised the full design and 3D visual, and as always it was our job to transform the concept into a reality.

The striking design delivered by Syn Retail showcased the new Open AirWair range alongside vintage sandal styles. The design had a retro feel that was reminiscent of 90s movie posters, each featuring a distinctive sandal type. The concept of the build was to mirror the archives found in museums to showcase retro styles that are being brought back as they are ‘Made for Summer’.

Our Managing Director, Nathan and Operations Manager, Ed interpreted the design to build an internal strategy for the build. We had a materials palette to work to that directed us in a chosen direction which led to the following materials being implemented:
• FSC Plywood
• Scaffolding Poles
• Wheat Paste Paper Prints – Wheat paste is made from simple, natural ingredients, it breaks down easily over time when eventually wasted and doesn’t release chemicals into the environment.
• Custom-Made Concrete Blocks

For each of the materials chosen for this project, sustainability was always a consideration to align with Dr. Marten’s values. This particular build was designed to be highly durable which is ideal in a retail environment.

We utilised our years of industry expertise to oversee this project from start to finish. Our project co-ordinator Calum Maltman liaised with both Syn Retail, the internal Imageco team, and the store team at Dr. Martens to deliver the project to an exceptionally high standard. Situated on one of Europe’s busiest streets, Oxford Street is a prime location that attracts 72,7000 visitors on any given day (four times the capacity of London’s 02 arena). With this in mind, it was crucial that we did not interfere with core trading hours to install this retail display. Therefore, we utilised a specialist crew that worked out of store hours to execute a seamless installation, that was up and ready for when the doors opened to shoppers the following morning.

This was yet another impressive project delivered in collaboration with Syn Retail, utilising both teams’ expertise to deliver impactful brand activation, showcasing all of the core brand elements in a central display. Not only this, but it was also achieved with environmental impact in mind. Another project delivered for Dr. Martens, and many more in pipeline.