DR MARTENS INVENTIONS WORKSHOP

My thesis focuses on re-interpreting and re-strategizing what it means to a market a brand. Instead of selling just the products from an already established and valued brand, I will be selling the values of Dr Martens and expanding the existing store outside of its retail confines. I am proposing to use the existing Dr Martens Neal Street store because the street is highly saturated by a multitude of shoe stores. To distinguish themselves I wanted to go outside typical retail display. It will be an inventions workshop where interested fellow inventors can build and tinker with their unique inventions as a form of self-expression in line with the core values of Dr martens. Dr Martens values self-expression, rebelliousness, and a natural ability to stand out and stand for something. This attitude is what popularised the brand within British subcultures of the 60s until now. I would like to reach out and appeal to the modern subculture who want to lean away from modern manufactured technology and have a workshop where unique and personal craftsmanship can be appreciated and celebrated.