Made in England

Dr Martens / In-store VR experience

The brief

Dr Martens’ ‘Made in England’ range is still manufactured using the same techniques that were used to create the very first pair of Dr Martens in their Cobbs Lane factory, Northamptonshire. They wanted an innovative way to tell their customers about this process, which they could use in their new flagship Camden store to help emphasise just how unique the brand Dr Martens is.

The challenge

We needed to create an in-store experience that enables customers to be transported to the factory facility in Northamptonshire based factory facility. Telling the story through a 360° video experience made the most sense, but we’d have to contend with finding the best ways to film in a busy and hot factory with lots of machinery and people at work.

The solution

We created a fully immersive 360° video experience that takes visitors to the London store on a tour around the Cobbs Lane factory. The experience begins at the start of the shoe-making process and we used a range of camera angles from different perspectives to demonstrate each stage of construction, with a voiceover explaining the process. We also overlaid text on the video to mark each part of the boot-making process.

The experience

Dr Martens’ new flagship store in Camden opened its doors in April 2017. As shops go, it’s pretty different, including a gig space and full bar. Plus, our virtual factory tour sits alongside the boots, enabling visitors to pop on an Oculus Rift headset and walk through the factory as the ‘Made in England’ range is being made before their eyes – showing them how the unique manufacturing process is still thriving today.