In August 2020, Dr. Martens launched an innovative, touchless retail experience in their revamped Shop-in-Shop (SIS) space at Citadium Paris, designed to enhance customer interaction while maintaining strict COVID-19 safety guidelines.

Creating a Safe, Contactless In-Store Experience

Amid the global pandemic, Dr. Martens challenged us to rethink how customers interact with digital content in-store. The solution needed to be entirely hands-free to reduce the risk of virus transmission, while still delivering rich, engaging brand content.

A Bold & Immersive Retail Transformation

Having previously partnered with Dr. Martens in 2017 on a virtual reality (VR) factory tour, we were well-positioned to create a future-forward solution. This time, we focused on touchless digital retail technology to deliver three key content pillars:

• Music – Dr. Martens' iconic connection to subculture and sound
  
  

• Product – Interactive storytelling about current footwear collections
  
  

• Care – Tips on product maintenance and leather care
  
  

Mobile-Controlled Interactive Display Using QR Codes

To keep the experience completely contact-free, we developed a Wi-Fi-enabled content hub. Customers could connect to the store’s network, scan a QR code on the screen, and control the entire experience directly from their smartphone—turning their device into a remote control for exploring music playlists, product features, and care advice.

This mobile-first retail solution offered both safety and convenience, ensuring that consumers could interact with the Dr. Martens brand without needing to touch a shared screen or device.

Custom Design That Matches Brand Aesthetic

The unit was also custom-built to blend seamlessly into the new Citadium SIS space, maintaining Dr. Martens' bold and rebellious aesthetic while integrating advanced retail technology.