Dr. Martens arrives on Oxford Street
With a legacy dating back to 1901, Dr. Martens is a trusted brand known for its durable, stylish and iconic footwear which continues to be the boot of choice for countless consumers. Dr. Martens has 22 stores located throughout the UK, with each store boasting a strong collection of products, all manufactured to the highest standards of quality.
A recent addition to the Dr. Martens portfolio is a new store on Oxford Street, London. The new store boasts a design that takes consumers on a journey through the history of Dr. Martens and celebrates the brand’s ongoing relationship with ground breaking music.
Global Marketing Director Simon Jobson, said:
“When people come to London, they want to go home with something that captures the city and is idiosyncratic to the UK; Dr. Martens fits the bill perfectly because it’s all about culture, music and history. Our Oxford Street store brings this history and atmosphere to a big, global audience.”
Dr. Martens Oxford Street is a six-storey store, which incorporates three floors of retail space and three floors of back-of-house facilities, including offices and a staff canteen. The store’s design incorporates elements taken from existing Dr. Martens stores whilst at the same time introduces new features that keep the store looking fresh.
The store includes engaging wall elevations, spanning all three staircases, with each telling the story of the brand, showcasing images from the 1960s to the present day. Closed Sunday’s were responsible for the in-store wall installations that tell the brand’s story.
Artist Robi Walters has created an exclusive piece of bespoke artwork, made from smashed vinyl which has been worked into the shape of the iconic 8-eye 1460 boot. It is displayed in a prime location on the store’s ground floor.
Speaking about his work, Robi said:
“I wanted my artwork to capture the energy and shared attributes of both a DM boot and the vinyl material itself – a beautiful, brutal explosion.”
As a finishing touch, the store showcases artefacts from the personal collection of Mick Jones, of The Clash, including two pairs of his much loved DM boots and his iconic 1958 Les Paul Junior Doublecut guitar. All of the items are on loan to Dr. Martens courtesy of the Rock & Roll public library.
Clover Interiors Ltd was heavily involved in the new Oxford Street store, including the store’s fit-out. Clover Interiors Ltd provides a comprehensive range of shopfitting services to commercial and retail projects throughout the UK and Europe and have a longstanding working relationship with the brand.
Speaking to Premier Retail, Clover Interiors Ltd Managing Director, Tony Reilly, said:
“I’ve worked with Dr. Martens for more than four years, so Oxford Street is one of the many stores that Clover have successfully completed with the brand this year.
“When it came to this project, I started with a site survey which led to a building survey uncovering substantial elements that needed addressing, including the need for a new roof, floors and windows. This was the first aspect of the work and then it was followed up by the fit-out which saw the installation of all the shop’s furniture.”
With a short turnaround time, work on the project needed to be implemented quickly and correctly, which is why the scheme benefitted from an experienced team – a team that could handle any challenges which arose.
“The location provided a few challenges, especially the erection of full scaffolding on Oxford Street, with the public’s full safety of paramount importance at all times, but we achieved our goals and the project ran well.”
“Dr. Martens is a great brand and I am proud to work with them on their projects.”
Dr. Martens Oxford Street is open Monday to Saturday 10am until 9pm and Sunday 11am until 6pm.
For further information about Dr. Martens, to take a look at a range of products or to place an order, please visit: www.drmartens.com.