An exclusive pop-up presentation in the shoe department of Breuninger Stuttgart was developed and executed for Dr. Martens’ »Tough As You« campaign. To go with the campaign, the focus was on playing with rough elements which is why various materials were used for the surfaces, successfully combining the sophisticated store environment with pop-up elements. Thanks to the flexible elements, the pop-up will be ready to be used again at other locations. #dfrostretailidentity #retailmarketing #retail