ABOUT

The experience, created by Landor & Fitch, is defined by six design principles: simple & authentic, standout spirit, alternating tempo, Doc’s DNA, putting product centre stage and flashes of yellow to amplify beyond the baseline black.

The concept focuses on reducing waste by using the existing shell and a palette of sustainable materials across the store, whilst minimising energy use through smart electrical solutions.

Waste materials from the site construction, shipping and product production, such as leather off-cuts, were re-used and recycled to form the store displays and tell brand stories. New materials such as concrete made from waste ash were also brought in to align with the brand’s innovation values.