Back in the day, if you liked music and fashion then Camden Market in north London was something of a go-to destination.
Latterly it has become overwhelmed by the ‘alternative’ tourist horde, but the arrival of a 4,000 sq ft, two-floor Dr Martens experiential flagship store marks a return to form for the area.
Located in The Stables, part of Camden market, the store is in a 19th-century, grade-II listed building and plays to its early industrial heritage with a stripped-down interior.
Featuring a number of interactive elements, including a free GIF booth for shoppers and a designated personalisation area for DM’s fans, space has also been given for a permanent music stage.
The intention is that there will be a full music programme throughout the year and the link with youth entertainment is reinforced by memorabilia from The Joe Strummer Archive, among others.
A nod is also paid in the direction of an enhanced shopping experience with a virtual reality tour of the original Doc Martens factory.
In total, this store is about taking a piece of subculture heritage and repackaging it for a new generation.
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