Dr. Martens ZebZag Window Display – SoHo, NYC
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To launch the ZebZag campaign at their SoHo flagship, Dr. Martens collaborated with Duggal on a bold visual statement designed to echo the campaign’s theme: The Art of Comfort. The centerpiece of the window display featured a custom-fabricated sculptural form, combining sharp, angular panels with a central organic shape, visually representing the balance of structure and softness that defines the ZebZag line.
This geometric-meets-organic construction served as both a symbolic anchor and a functional product platform, with a built-in shelf facing the street to showcase key silhouettes. The sculptural form brought physical dimension to the ZebZag narrative, comfort made visible—by pairing modern utility with a tactile, unexpected softness.
Bright yellow vinyl window lettering added a pop of bold street-facing branding, reinforcing the campaign’s message and drawing passersby into the visual story. Duggal managed fabrication and installation end to end, delivering an experience that translated Dr. Martens’ brand evolution into a sculptural, eye-catching display rooted in both craft and concept.
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