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. Eye-catching campaign assets were also brought into play, including printed material as well as the brand’s powerful »Tough As You« video as a digital component. The use of Dr. Martens’ striking CI colours ensure an arresting presentation of the shoes. Thanks to the flexible elements, the pop-up will be ready to be used again at other locations.