Checkland Kindleysides designed a temporary installation for Dr Martens. The installation in the menswear department at Selfridges London, introduces Dr. Martens First and Forever campaign. Based around the art of industrial manufacture, and in less than 20sqm, the space entices the senses of sight, sound, smell and touch.
Open topped glass display cabinets are filled with iconic components of the boots, such as rubber compound and metal eyelets, which contrast starkly with raw metal frames to showcase the four different ranges on offer. Films play out on iPads demonstrating the aforementioned "art of industrial manufacture," with the whirr of the machinery setting the background noise.
Graphics are placed across the existing mirrors, representing the rebellious nature of the brand and communicating the new campaign.