DR. MARTEN'S POP-UP STORE / OLD SPITALFIELDS MARKET - CAMPAIGN

PROJECT:    Dr. Marten's Pop-up Store / Old Spitalfields Market
DESIGN:       Campaign
LOCATION:  London, England, U.K.
DATE:            2009
PHOTO:         Hufton + Crow



PROJECT DESCRIPTION:
Constructed within six days, the interior fit-out of the pop-up store has been achieved at a fraction of the cost of a conventional retail fit-out.  This pared down and functional approach mirrors both the brand and the prevailing economic mood.

Design workshop Campaign has completed a pop-up store for Dr. Marten's in Old Spitalfields Market, in the heart of the London's east end.  Turning the current economic downturn to advantage, the pop-up store is in a prime retail location on a short-term lease of twelve months.

Inspired by Dr. Marten's heritage and attitude that catapulted it from a working-class essential to a counter-cultural icon, the store has been designed with a no frills aesthetic using inexpensive industrial materials, readily available and quick to assemble.  Campaign has combined off the shelf industrial fittings with customized elements to create a shop more akin to a warehouse stockroom, an area usually out of bounds to the customer.

The brand's trademark yellow is vigorously expressed throughout the space; footwear on display on the back wall is illuminated with yellow and white flourescent lighting and a 15 x 7 meter heavy-duty bright yellow PVC curtain divides and enlivens the shop floor.  The warehouse vernacular also includes Gypframe metal wall systems for display, construction site lamps to light  merchandise and loading palettes which are stacked or shrink-wrapped and can be found dotted throughout the store.  In-store and exterior signage has been stenciled with spray paint to the store's glass facades, concrete flooring and shrink-wrapped objects.
(Text from Campaign website)


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