Case study:

Dr. Martens HQ, London

In 2016, iconic British footwear brand Dr. Martens appointed SpaceInvader to design their new global HQ in vibrant Camden town. The site, located on the historic Camden lock, is an area of huge diversity and home to an array of eccentric and artistic communities. Our aim was to create a home for the company that was a true representation of the Dr. Martens' brand values, identity and culture. Doc's celebrate rebellious self-expression, individual style and music - we wanted to bring this together in an office environment.

Dr Martens appointed SpaceInvader to design the new European Head Office in Camden. The team provided a first class client focused service that produced a unique design that embodied Dr Martens culture and spirit as well as providing a flexible multi-use space.

Dr Martens appointed SpaceInvader to design the new European Head Office in Camden. The team provided a first class client focused service that produced a unique design that embodied Dr Martens culture and spirit as well as providing a flexible multi-use space.

— Chris Sayers, Property & Safety Manager EMEA, Dr. Martens

The connection with music informed many aspects of the design: a large stage was created, complete with drum kit and video wall, coupled with bleacher-style tiered seating which allows for a flexible multi-use space for live music, announcements, interaction and social events. A bespoke Marshall amp wall with 'HypeBoxes' and transparent LCD display boxes to showcase products greets visitors in the reception area.

Meeting rooms are named after genres of music such as Ska, Rock, Indie and Two Tone and have windows with central frosted sections that reveal only the top and bottom fifths of the screens. This makes it possible to identify whether a space is occupied or not while artfully framing the footwear of the users.

SpaceInvader embraced Dr. Martens ethos from the start and have strived to include as many brand IP elements into the design as possible. Bespoke joinery elements, artwork, sole grooves on the stage steps, highlighted yellow accents echoing the signature Dr. Martens stitching, and even feature cupboard handles made using heel-loops, can be found throughout the scheme.

The completed design is a true reflection of the strong and coherent brand that is Dr Martens. The space immerses its occupier into the culture and history of the brand whilst providing a multi-functional and inspiring workplace space where employees enjoy coming into work, interacting and being part of the Dr Martens family.

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