creating a beacon for Dr. Martens
at the undisputed mecca of teen footwear fashion: Journeys


Dr. Martens brightly light sign above retail display

meeting the challenges of retail reality head on

Journeys stores, well known for their focus on quickly shifting fashion footwear trends, feature Dr. Martens as a popular anchor brand in their lineup. Although "Docs" are offered in a wide variety of colors and patterns for both men and women, their iconic 1460 boot and many others come in badass black. Dr. Martens asked Vehicle to design a fixture for Journeys that would represent the brand well, stand out among the din of competing footwear, and ensure that their predominantly dark line of footwear did not visually recede into the shadows on shelf.
Dr Martens retail journey display with young women looking at shoe
Three rows of shoes on Dr. Martens Journey display

shining a light on a symbol of self expression

We boldly branded the fixture with a backlit Dr. Martens wordmark header to immediately attract the eye of the consumer. In addition, a central backlit feature panel engages the viewer with changeable graphics and a flexible merchandising system. And of course, each shelf is lit to show off the predominantly dark product line in its best light. The brand's signature yellow color applied to the shelves also helps create a visually striking, high contrast product presentation.
Bottom of Dr. Marten retail stand

a brand-first approach to retail fixture design

Vehicle is a branding and design agency, not a fixture manufacturer, but many companies like Dr. Martens rely on us to create brand-right fixture designs, that utilize brand-right materials, with brand-friendly functionality - before approaching a manufacturing partner for final execution. Yes, we are retail experts, but we approach retail comprehensively, as one in a series of crucial consumer brand touch points.
Girl holding Dr. Marten boot
Dr. Maarten shoe close up on retail shelf

Project Scope

Research & Insights
Strategy & Positioning
Retail Shops & POS
Creative / Art Direction