Dr. Martens, a globally renowned footwear brand, sought to revitalise its flagship store on Carnaby Street, London, in 2022. Known for its iconic boots and heritage of self-expression and rebellion, the brand aimed to integrate innovative digital experiences into its physical store environment.
Dr. Martens Carnaby Street
Dr. Martens innovates store with digital signage solutions, reflecting their heritage.
The Client
The Problem
Dr. Martens wanted to modernise their store experience as part of a broader initiative to align with the “phygital” (physical + digital) retail trend. The goal was to create a space that not only celebrated the brand’s heritage but also fostered deeper engagement with customers. They needed solutions that could blend storytelling, interactivity, and visual appeal, to make their flagship store a destination for loyal fans and new visitors alike.
The Solution
To bring this vision to life, inurface media partnered with Dr. Martens to implement cutting-edge interactive and audiovisual solutions throughout the store:
Interactive Displays and Screens
Installed LED/LCD screens and audio visual solutions across the store and in the windows. The window displays were designed to remain active, continuously promoting content and delivering an immersive brand experience.
'Place and Learn' Technology
Created an innovative interactive “icon wall” that allows customers to engage directly with their favorite Dr. Martens products. By placing an RFID-tagged boot on a sensor, customers could trigger a display showing the product’s history and features.
“Working with the inurface media has helped us achieve our goals of providing an immersive shopping experience for our consumers.”
The Results
The collaboration successfully transformed the Carnaby Street flagship into an immersive, engaging retail destination.
A dynamic store environment that celebrates Dr. Martens’ heritage while embracing modern, interactive technology.
Increased customer engagement through the innovative “place and learn” feature, which deepened connections to the brand by sharing product stories in an engaging way.
Enhanced brand presence, with active window displays continuously promoting content and drawing in foot traffic.
