Jun 15, 2017 | By WGSN Insider
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Apr 14, 2017
London’s Camden area is famous for three things, the famous market (where you can seek out the best vintage finds), the Camden Locks (perfect for a walk along the river) and great music (the Camden Jazz Cafe has seen everyone grace the stage from Amy Winehouse and Lee Scratch Perry).
And so when it came to the recent Dr.Martens Camden store opening, the retail space had to be something special, incorporating the vibe of the area. And the new space does not disappoint.
The Dr.Martens Camden store goes beyond traditional bricks and mortar, offering product that can be customised and personalised on site. The customisation area is not just for new purchases either, you can bring in your old Doc Martens and give them a stylish upgrade. In addition to the main mens, womens and kidswear shoe offerings, consumers can peep limited edition exclusive designs that will only be on offer at that branch (look out for the unique Made For Camden illustrations hand painted on the product).
And in keeping with the musical heritage of Camden, the store is also home to a gig space called The Boot Room, with a whole host of upcoming live performances expected. This Easter weekend (April 14-16) the store is set to partner with Mixcloud – to promote the coolest new up and coming DJs in store. And if you’re looking for some insight into the music heritage of both Camden and Dr. Martens, the store’s visual merchandising delivers, tracking the impact that both the footwear brand and the North London area has had in making music history.
“By opening a store in Camden Market it allows Dr. Martens to have a conversation with both our local and international fans against the backdrop of the alternative and vibrant community of Camden. It also positions the brand in its rightful home – an area steeped in authenticity and musical heritage,” a DM’s spokesperson said.
“Dr. Martens has a long-standing relationship with music and the creative communities, so having an area which fans can access and use to showcase their talent will be a really positive thing – especially to London’s music venue scene which is under ever-increasing pressure of closure. We very much see this exciting new store becoming a cultural hub for the brand, its fans and Camden.”
While all this makes the store more like your favourite music arena than a shopfront, the emphasis on innovative retail is there too. There’s a VR experience, powered by Oculus (the same team that fitted the Tommy Hilfiger VR instore experience) takes consumers around the factory floor to see just how Dr. Martens shoes are made. Then there’s an instore gif booth, to spread the brand’s retail message via social media, through the hashtag #drmartensstyle.
This store is yet another example of what we predicted in our Retail Housewarming report (subscribers can check it out here) that retail spaces are embracing the warm and welcoming trend, making consumers feel more at home (like the Sonos flagship store in NYC) and transforming stores into meeting places, where customers feel less like consumers and more like close friends.
Head to The Dr. Martens Store
Unit 26 -27
Chalk Farm Road
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