Summative Brief: My Concept Boards

Concept board 1:

My first concept features a botanical garden, in a vintage style glasshouse. It will be located in a town/city centre as to gain consumers other than Dr Marten’s current consumer profile. I envision the garden to be brimming with life; live music, wild plants and flowers, and lots of people. The garden is a direct contrast from its location of a British city centre, most probably with mediocre weather I want to transport consumers to the tropics when they enter the garden, humid and exotic. There will be a Dr Martens pop-up shop too, promoting a new line of ‘bold botanical’ print boots exclusive to the event.

I feel that this concept embodies the ‘spirit of Dr Martens’ as it evokes the feeling of curiosity in people that they lose in their day-to-day lives. By placing this wonder in front of them with alien plants ect it becomes an experience of the unknown, making their relationship with the brand more memorable. People already trust Dr Martens, but I think they need to interact with a wider audience because they have the platfrom to do so.

Concept board 2:

My second concept took inspiration from Palace and Supremes ‘drops’. Both brands perpetuate a buzz around their collections by playing with exclusivity and inclusivity. The locations of their drops remain ambiguous until very near the drop date, and only a hand full of people are lucky enough to get their hands on their exclusive products. The location for my second concept is an underground secret warehouse. People will find out the location by social media and billboards dotted around the chosen city. Inside the warehouse will again be a botanical garden. What I love about this concept is that it’s off-beat. Inside a seemingly dark warehouse there is actually a garden beaming with life. Inside will be a Dr Martens shop as well. Similar to concept 1, this concept toys with a consumer’s emotional connection with both the brand and event.

Concept board 3:

My third concept really brings the unexpected to life, located on a unsuspecting street in a city/town. The ordinary street will be brought to life by use of plants and flowers. There will be plants seemingly growing out the walls, cracks in the pavements, and over the ground. It will feel as though someone scattered seeds everywhere then forgot about them until the street burst with life.

Along the street will be metal frames, behind these frames will be readily curated plant/flower scenes for people to photograph with a hashtag. Consequently a buzz will surround the event, attracting more people. Similar to concept 1, this event will attract people who wouldn't normally buy from Dr Martens, or pay them attention. This will widen their target audience...

Connecting all of these events together is the fact that they are all ‘instagrammable’. People who generally buy into Dr Martens appreciate aesthetic and an artistic perspective. Each concept allows people to take great photographs of the event, allowing its popularity to grow further.