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As part of the unveiling of its FW 2022 collection, Dr. Martens enlisted Exposure to create an elevated physical experience for key media and fashion professionals to discover its forthcoming products up-close.
To portray the indestructible and timelessness nature of the shoes, we designed and produced a one night only activation that took direct inspiration from Dr. Martens’ innovative spirit.
The brand’s line up was displayed on a centerpiece inside the space: a blacked-out steel drum installation inspired by the brand’s early days and its desire to create an oil-proof shoe. Yellow straps—a visual cue for the brand’s iconic yellow stitches—held the piece together.
To heighten the sensorial experience, we re-mastered and played the brand’s global campaign all around the venue, from floor to ceiling, using a projection mapping technique.