Dr Martens opens first-ever ‘beacon’ store in Soho, complete with features and experiences

As statement stores go, Dr Martens’ new Soho, London flagship “represents the most elevated expression of the… brand to date”. The fashion footwear retailer has moved into its first-ever ‘beacon’ store on Brewer Street and at two floors across 3,400 sq ft, it becomes the brand’s biggest UK flagship – “built to bring the people and product of Dr Martens together”.

The space carries a “diverse” range of the Dr Martens product offer, from Icons and Made in England to limited-run fashion collaborations and in-store exclusive silhouettes. 

It also includes its new Alt Craft Bar, which delivers boot restoration, customisation, and a rotating line-up of specialist ‘crafters in residence’ – “the most in-depth customisation offering at a Dr Martens store to date”

Meanwhile, ‘Doctor’s Orders’ (an in-store café with a revived name from the mid-90s Dr Martens café in Covent Garden) operates in partnership with local social enterprises including Dusty Knuckle and Luminary Bakery. 

The retailer said the store’s design is “the most elevated expression of the Dr Martens brand in both intention and aesthetic”. Core here, is brand storytelling and materials inspired by “the brand’s origins, London and the communities that define DM’s culture”.

Materials and details pay tribute to the brand’s roots in British culture as well as the inventive spirit of its founders. Salvaged wood, PVC leathers from the Northampton factory, pub tiles and reclaimed aluminium pipes have been repurposed into modular display units, seating and cabinetry.

The design also acts as a “love letter to London”. Burgundy tiles from the same supplier as London Underground are in the upstairs Made in England area, while the ground-floor Central Assembly space incorporates wood sourced from community halls and music venues across the capital.

Further, with experiences a now an ever-increasing part of the retail experience, the Brewer Street store also assembles “an eclectic mix of local creative partners to bring to life a programme celebrating alternative craftsmanship”. This includes record collective Dash The Henge, drawing community Paperweight Club, spoken word artist John James Holt and art-meets-fashion design studio Second Best. 

Within the setting, store experiences and product zones  are spread across the two floors. These include Icons Wall: a dedicated area spotlighting the four hero silhouettes. (the 1460 boot, 1461 shoe, 2976 Chelsea Boot and Adrian loafer); The Shed: a rotating pop-up for exclusive collaboration drops, with the opening installation featuring Second Best; Made in England Zone: a dedicated space “honouring the brand’s Northamptonshire craftsmanship”; Accessories Section: showcasing the brand’s full leather goods range; and Store Exclusives: four silhouettes available only at the Brewer Street store at launch, including London City Pack Adrian and 1461 styles, and two exclusive Deadstock Leather Packs.