To mark the launch of Dr. Martens new Zebzag line, an interactive installation at Outernet London launched to celebrate ‘The Art of Comfort’.

The immersive takeover was designed and produced by Seen Studios to showcase the Zebzag Line and launch of the new Rigger and Laceless Boot for AW25. The installation saw Outernet turned into a ‘treadscape’ inspired by the Zebzag sole and its comfort.   

The ‘Art of Comfort’ aimed to challenge the idea that comfort and style sit at odds. An oversized sole was used as a detail to offer audiences high and low angled seating as well as product plinths and discovery points. Passersby were invited to interact with the Zebzag sole and fully relax into the installation.  

The multi-sensory experience merged the physical and the digital to provide audiences with a holistic brand experience. Making use of soundscaping and digital content across Outernet’s 360° screens, the campaign was built around the principle, ‘unexpected harmony’. 

“From the very beginning, our aim was to translate the attitude and innovation behind the Zebzag into something that could be felt, not just seen from afar. The activation is designed as part of a wider connected journey, driving visitors directly into Dr. Martens’ London stores to trial and purchase,” explains Hannah Partridge, Client Services Director at Seen Studios. 

The activation is designed as part of a wider connected journey, driving visitors directly into Dr. Martens’ London stores to trial and purchase. While a metro takeover in Milan aims to build global reach around the Zebzag franchise.

Combining the physical and digital to create an immersive experience and drive customers to try out the comfort for themselves, the campaign underlines how experiential can be leveraged to bring to life brand values in new and unique ways.