Dr. Martens: An AR Experience For Gen Z


Dr. Martens


Europe, own stores & wholesale


Consumer insights, customer journey planning, retail & experience strategy, brand campaigns & activations, phygital integration, prototyping, manufacturing & installation


As they continue to grow their cult-following, Dr. Martens asked us to create a campaign that would target one consumer group in particular - Gen Z - and communicate key product messages for that season’s newest launch. It had to be immersive, cool and true to the innovation of the Dr. Martens brand and flexible enough to be rolled out across its entire European retail portfolio, from owned stores to wholesale.

The visual identity of the campaign features an androgynous luxe-black palette that collides with iridescent visuals and nods to the signature yellow stitching on Dr. Martens’ footwear.


Tapping into people’s desire for meaningful encounters and Gen Z’s increasingly digital mindset, we explored ways to blend the physical and digital worlds to create a unique Dr. Martens experience that would educate the customer, increase in-store engagement, capture data and direct them to DM’s social channels. The end result was an augmented reality powered experience that played into people’s natural curiosity. Visitors to the store are invited to scan QR codes to reveal an interactive 360 boot of their choice that can be played with to unlock exclusive product and design information.

A new-age retail experience where consumers can connect with and discover more about Dr. Martens, while being rewarded for their time.


We consciously curated a blend of recycled, reclaimed and sustainable materials including SMARTX slat wall cladding, foam, metal tread plate, gold chain, low voltage LEDs, green cast recycled acrylic together with digital elements and large-scale graphics - providing the raw yet culture-forward aesthetic that Dr. Martens is so famous for. As a large-scale campaign, we ensured that the design was modular and flexible. We devised a kit of parts that can be layered, combined and adjusted to create the perfect experience for each space and be repurposed for future campaigns to minimise waste.


The campaign was rolled out in 29 European locations including Dr. Martens owned stores and premium wholesale outlets such as Galeries Lafayette, KADEWE, Schuh, Kickz and Citadium.
Dr Martens reported that the activation delivered a clear consumer journey that drove conversion, engagement and brand awareness, while enabling them to capture critical data and direct visitors to their social channels.

In addition to the creative ideation and design of the concept, we manufactured, produced and installed each and every physical iteration of the campaign across 29 locations.