During London Fashion Week, we turned the city’s Outernet into a full-scale ‘treadscape’ with Dr. Martens as part of a sensory takeover where comfort became the main character.
Set in Europe’s largest digital canvas during one of London’s most culturally charged moments, we collaborated with Dr. Martens to launch the Zebzag laceless boot. The immersive, multi-day experience blended a physical installation with 360° digital storytelling, carving out a corner of comfort in the chaos of the city centre.
Built around the concept of Unexpected Harmony, our idea was as distinctive and attitude-driven as the product itself. We took the Zebzag sole – a symbol of durability and structure – and turned it upside down, transforming it into an abstract ‘treadscape’ that was both functional and expressive. We created a world where comfort was reinvented to be playful, rebellious, and unmistakably Dr. Martens.
After taking 2D and 3D scans of the Zebzag sole, we extruded it into large-scale sculptural forms, creating a landscape of seating, platforms, and surfaces. Low and high-angled seating invited people to pause and dwell, while product plinths, carved directly from the sole’s geometry, anchored the space and spotlighted key features of the boot.
Outernet’s immersive screens extended the physical world into a fully surrounding digital environment. The sonic element of the activation manipulated sounds from sole’s interaction with urban surfaces into rhythmic compositions, syncing with the campaign visuals to create a layered, multi-sensory atmosphere that amplified the energy of the space and the brand.
Hosted during London Fashion Week, the activation tapped into a moment when culture, fashion, and identity converge. The space was designed to be an open, social environment; part installation and part playground. Our goal was to encourage organic interaction, content creation, and community presence.
Together with Dr. Martens, we merged functional design and artistic expression for the launch of the Zebzag laceless boot, reframing comfort as something bold, social, and culturally relevant. It was a physical activation amplified by a digital world that leveraged a previously invisible product feature into a whole experience, proving that comfort isn’t a compromise, but a new form of attitude.
CLIENT: DR. MARTENS