1 May 2012
Integrated creative agency ODD and the award-winning Andy Hillmann Studio have created an arresting window installation and pop-up shop at the Liberty London store, to celebrate the launch of the Dr. Martens & Liberty collaboration.
Celebrating the seeming discord between these two British icons, ODD conceived ‘Wild Nature’, a concept which see’s Liberty’s well-known florals collide head on with Dr. Martens’ own tough style.
Part of Liberty’s ongoing ‘National Treasures’ campaign, the collection itself includes both footwear and accessories, which carry one of two prints taken from the Liberty archives, one of which being the highly coveted and romantically named ‘Strawberry Thief’, originally designed by world famous textile designer William Morris in 1883.
The second print is the ‘Martens Flower’, which is a modern take on the Carlino design originally created by the Silver Studio for Liberty in 1930. Again, the Dr. Martens team met with Liberty’s archivists and unearthed this rare and seldom used print, in its original state. For the collaboration, it has been re-coloured in classic Dr. Martens smooth leather colours to create the unique Liberty Martens flowers.
Both prints can be seen on the traditional 8-hole and 3-hole Dr. Martens boots and shoes as well as the recently introduced Kensington and desert boot styles, offering a lightweight option for the warmer months.
Simon Jobson, Dr. Martens’ Marketing Director, said: “The collaboration with the iconic Liberty of London brand, whose ethos of quality and creativity mirrors that of Dr. Martens, enables us to continue to challenge the perception and appeal of the brand.”
Nick Stickland, founding partner and Creative Director at integrated creative agency ODD, said: “The refined intricacy found in Liberty’s trademark prints provided rich territory for us to explore creatively.”
Available exclusively at the iconic Liberty of London Regent Street store and online from the 1st May, and in all Dr. Martens stores and selected wholesale accounts from 1st June.
Click here to see a short video showcasing the set build of the ‘Wild Nature’ creative concept.