X MTN HARDCORE
A Popup Exhibition
EXHIBITION BOOK
An 8” x 10” book detailing the history of both Dr. Martens & MTN Hardcore, the popup shop and structure, the location, and the visitor experience.
THE PROJECT
Design a pop up space for an existing retail company. I chose to design a popup exhibition collaboration between Dr. Martens and MTN {Montana Colors} Spray-paint.
Space Dimensions: 2 Storage Containers 19’ 8” x 15’ 11” x 9’
Sketchup 2020 | Twilight Render | Adobe Illustrator | Adobe InDesign | Adobe Photoshop
THE ACID COLLECTION
The popup shop markets and sells the 1940 Boot Acid Wash Collection. This new collection features the classic 1460 smooth leather lace up boots, but with a twist in four new colors - available for purchase in the popup shop. When you purchase a pair of docs, you’re gifted the matching color (peppermint green, orange, yellow, or acid pink) in MTN Hardcore spray-paint. Head to the back wall of the popup to contribute to the public graffiti wall and paint to your heart’s desire!
AIM AND SPRAY!
Both Dr. Martens and MTN Colors value making art accessible, affordable, and easy for everyone to partake in. This is why Dr. Martens has partnered with MTN Colors Hardcore spray-paint to bring an immersive experience to creative customers. When you purchase a pair of Docs from the new acid collection, you will be gifted a can of MTN Hardcore that matches the vibrant color of your new kicks.
All customers will be invited to paint on the popup exterior and make their unique mark on the back of the shipping container. As the popup shop travels, it will display the creative minds of all Dr. Marten lovers.
DR. MARTENS BRAND HISTORY
Dr. Martens, a footwear and clothing brand originating from England, was founded 73 years ago in 1947. Founder Klaus Martens was a doctor in the German Army in World War II. While on leave in 1945, Klaus injured his ankle during a skiing accident in the Bavarian Alps. He made adjustments to his standard army boots in order to improve their comfort, adding soft leather and air-padded ‘bouncing’ soles.
The boots soon became popular with the working class, seen on postmen, police officers, and factory workers. By the later 1960s 1960s and 70s, the boots became associated with rebellious youth, skinheads, and punk rockers. This subculture was motivated by social alienation, working class solidarity, and alternative values. Dr. Martens are still in production.
MTN HARDCORE SPRAYPAINT BRAND HISTORY
While Montana Colors — the spray paint/graffiti supply company was founded in 1994, the inspiration goes back to 1987. The founder of MTN Colors, Jordi, saw his first graffiti mural in Barcelona and that image was seared into his mind. Montana Colors grew and continued to evolve, developing new colors, introducing the infamous spray can color donut. Not only did Jordi create a world renowned art supply company, but around Montana Colors he created an entire industry that now spans the globe.
MTN Colors has persevered and maintained it’s position as the original graffiti artist spray paint/supply manufacturer. Highly sought after worldwide, today Montana Colors has a wide range of product lines from multiple lines of high end spray paint, to eco-friendly artist materials, to markers and accessories.
FREE SPIRITED ATTITUDE
Dr. Martens and MTN Hardcore spray-paint customers alike all share the same love for life, passionate drive to share their creativity, love for their community and culture, and free spirit. The popup will draw in people of all ages, backgrounds, and even different tastes in music.
THE TARGET AUDIENCE
Dr. Martens’ appeal to people who have their own individual style but share a united spirit — authentic characters who stand for something. People who possess a proud sense of self- expression. People who are different.
ECOLOGICAL AWARENESS
Our commitment to the environment is one of the fundamental pillars of Montana Colors’ philosophy. Every day we strive to be as sustainable and ecologically mindful as possible, while providing the highest quality spray paint in the world of graffiti. Caring about the Earth is as hardcore as it gets.
