Bold, unapologetic and fuelled by raw energy, we partnered with Dr. Martens to launch their new BUZZ silhouette with the Buzzline Van – a travelling brand experience that disrupted London and celebrated individuality and the next generation of self-expression.
To mark the launch of the bold new BUZZ silhouette, we designed and produced the Buzzline Van – a high-impact, mobile activation that embodied the rebellious spirit, raw energy and unapologetic attitude of Dr. Martens.
Rooted in the concept of Newstalgia Edge, the experience reimagined a classic broadcast van with a future-facing fashion twist – blending nostalgic analogue touches with bold, style-led innovation.
The Buzzline Van became a dynamic, adaptable brand hub, shifting between street-level takeovers and strategic seeding activations, including bespoke kit drops from its hatch Mode.
The tour kicked off at Dr. Martens’ Camden HQ with sweet treats, exclusive previews and an electric atmosphere. Over the following weeks, the van travelled across London, hitting cultural hotspots and turning heads at every stop.
Highlights included a live Foundation FM DJ takeover, in-store activations at Oxford Circus and Camden, and an unforgettable finale with Lola Young en route to her headline gig.
To amplify reach, exclusive BUZZ seeding kits were delivered to key creators and community voices, generating hype and flooding social media with bold, unfiltered energy.
The Buzzline Van wasn’t just seen – it was felt. A statement of confidence, creativity and connection that captured the spirit of the BUZZ silhouette and invited the next generation of wearers to step into the movement.
This wasn’t just a launch. It was a rolling celebration of self-expression – unapologetic, dynamic and unmistakably Dr. Martens.
CLIENT: DR MARTENS
WHAT WE DID: CONCEPTUALISATION, DESIGN, ARTWORKING, 3D RENDERS, LOGISTICS, SEEDING KITS, PRODUCTION, INSTALLATION
LOCATION: LONDON
COLLABORATORS: CUBE BRANDING