For SS26, Dr. Martens x END. turned a cult Manchester sandwich shop into a cultural launchpad, positioning the Lowell shoe as a new everyday icon.
Dr. Martens and END. wanted to introduce the Lowell to a broader audience with a culturally resonant retail journey. Our idea led consumers from a one-day activation at Badabing to in-store engagement. Designed for END.’s community of tastemakers, the experience placed the product in a familiar, hyper-local setting, blending craft, community, and everyday ritual.
Rooted in the visual language of classic delis, the concept reimagined the checkered tablecloth. It was broken, layered, and rescaled to mirror Dr. Martens’ engineered construction. The space balanced heritage and modernity, just like the Lowell, which is a craft-led, unisex alternative to the sneaker. The shoe was brought to life through the idea of “wearever” – designed to move seamlessly from street to social spaces.
The iconic Manchester sandwich spot Badabing was transformed into The Lowell Deli: a high-energy branded environment with local character. Guests were given stainless steel trays, bespoke graphic guides, and curated ingredients to build their own Lowell-inspired sandwiches. Live illustrations by Fin Tupper captured guests within the Lowell world and gave them a physical keepsake. Custom tickets distributed at the deli drove footfall to END., where guests could enter a raffle to win Lowell pairs, and every attendee left with an exclusive Dr. Martens x END. tote.
From Badabing’s cult status to a live DJ set from Crop Radio, the experience tapped into Manchester's underground energy rather than imposing a brand world onto it. END.’s audience of tastemakers sat at the centre, transforming the event from a launch into a shared cultural moment that felt authentic to locals.
The activation embedded the Lowell within a familiar cultural setting, reframing it as part of a daily ritual. Our experience of blending craft, community, and commerce ensured that The Lowell Deli was so much more than a product launch. It was a living, local experience that cemented the silhouette as a versatile icon built for wherever culture happens.
CLIENT: DR. MARTENS X END.
WHAT WE DID: CONCEPTUALISATION, EXPERIENTIAL, DESIGN, PRODUCTION
COLLABORATORS: BADABING, CROP RADIO, FIN TUPPER
LOCATION: MANCHESTER, UK