We commissioned local artist Adam Zhu to create an original artwork interpreting campaign themes with a New York lens. His work was collaged on the outside walls of the tunnel and projection-mapped around the room.
To launch Dr. Martens' first new brand platform in four years, we conceptualized and produced Made Strong New York, a two-day celebration of modern-day strength and of New York's resilient underground music and art scenes. The activation’s identity and framework became the blueprint for further iterations in Los Angeles, London, and Tokyo.
- 1,255 guests including 280 media, VIP, and influencers
- 70M media impressions
The activation also doubled as the global launchpad for Dr. Martens’ latest product innovation, a future-facing collection entitled 14XX.
In a separate room, the product was heroically introduced with an installation of its own, designed to give media and VIP an exclusive, immersive first look at the line.
Each night offered a musical lineup of New York-centric performers and DJs who embody the ethos of Made Strong, including Kelsey Lu, Venus X, Goth Jafar, Hank Korsan, Pedrose, and Mijita.
The two-day event welcomed at total of 1,255 guests, including 280 media, VIP, and influencers; was attended by editors from Esquire, Complex, NYLON, Highsnobiety, Forbes, HOMME GIRLS; and yielded 70M impressions across press and social.
