TOUGH AS YOU AT KADEWE

The »Tough As You« pop up space for the brand Dr. Martens at KaDeWe Berlin plays with a raw look and the aesthetic of an improvised music studio. The brand has a strong connection to music and culture in general. Speaker boxes and concrete blocks serve as presenters, while unusual materials such as foam mats and yellow transport belts provide a cool contrast in the context of the luxurious department store. Brand values are adhered to and perfectly staged in the pretentious »Kaufhaus des Westens« despite the boots’ raw look. »Tough As You« thematizes the brand’s image. Starting out as work boots, now an icon in the fashion market, Dr. Martens has revolutionized the fashion world since its founding in 1947. Wearing Dr. Martens products in a fashion context has always been about setting a contrast and a provocative, stylistic incongruity. Fully scalable, the campaign concept makes an impression even on the smallest of spaces as a Pop Up installation and can be reused elsewhere just as easily.