Dr. Martens has opened its 28th UK store in The Stables of London’s Camden – a spot it calls its spiritual home. The new space, which employs a crew of 25 and trades across two floors of about 372 sqm/4000 sq. ft., is industrial in feel, designed to enhance the original features of the 19^th century grade two listed building in which it’s housed. (It was originally used as a tack room for horses hauling goods and equipment from the railway into warehouses in the area.)

 

Tech-y aspects include a free GIF booth and an Oculus-powered VR experience that takes fans on a tour of the brand’s original UK factory, demonstrating how Dr. Martens boots are made from start to final stitch. Tapping into the footwear purveyor’s connection to youth subculture and music, the store also houses a permanent stage and backline supported by Marshall Amps and Natal Drums. It’s set to roll out a program of music activation in collaboration with digital radio specialists Mixcloud throughout the year. To boost customer engagement further, there’s a designated area in which Dr. Martens boots, new and old, can be personalized.

As for the general product offer, the store carries the full Dr. Martens range across men’s, women’s and kids’ as well a limited edition of boots designed exclusively for the Camden store and featuring details such as Made for Camden chrome embossing and hand-studded embellishments. Classic Dr. Martens satchels and tees bearing a Made for Camden illustration are also served up.

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