The project that shaped me: Matt Holmes, ‘kin

Founding his own studio ‘kin in 2018, design director Matt Holmes has 20 years’ experience in commercial interior design, designing globally for innovative brands such as Dr. Martens, Very, Auto Trader and IMAX. Working across both design and build companies and more traditional design consultancies has provided Holmes with the ability to balance creative solutions with commercial budgets – translating personality and brand essence into physical spaces. Here, he reflects on the key project that initiated a new approach to his work and career.

The project: Dr. Martens HQ, London

Working as a project lead at SpaceInvader, Holmes and his team were tasked to bring two different offices in Camden together as one, giving the iconic brand a space that reflected its rich culture and history. From bespoke joinery and signature colour scheme to sole grooves on the stage steps and cupboard handles made using heel-loops, the result was a scheme that offered a true reflection of the brand and a workplace that emphasised belonging.

The why

“Designing for a brand as prominent as Dr. Martens raises the expectation to create something amazing. As a designer you want to create something that is loved by the client, respected by your peers and admired by the people who visit the space. For me, this project came at a pivotal time in my life, when I was looking to make the next step up in my career and simultaneously raise the bar on my own work as a designer.

“The leadership team at Dr. Martens were a cool group of individuals, who effortlessly commanded respect and were loved by their colleagues at the same time. They knew exactly what their brand was – and also what it wasn’t. This gave the project solid start from the outset, and it was an honour to work alongside them and learn from them.”

“Getting to know and really understand the culture of the brand, as well as where the brand was heading, remains the most interesting and fulfilling piece of work I have ever done. Long before any concepts were even considered for the interior, work on absorbing what had shaped Dr. Martens through the decades took over our studio. Influences from the world of music, arts, film, British social culture all became key to understanding how the brand could manifest itself in an interior space.

“When the time came to develop the interior concept, I was confident that every material we used, every placement of space, had a purpose. The result was one I will always be proud of for myself and the team. I’m sure there are some subtle details that have never even been noticed by the Dr. Martens employees, who use the space everyday! They probably never will. But I know they’re there.”

The collaboration

“Working with Creative Directors and Brand VPs from another creative industry was a whole new level of inspiring. We collaborated towards a common goal, but approached it from our respective disciplines. Helping shape space that felt so rooted in the Dr. Martens Brand for me was an incredible experience.

“Our work with Dr Martens changed how I approach projects and my view on design. Spending the time getting to know clients and their brand culture was the basis and inspiration for founding ‘kin – we love hearing a brands story and appreciate the more we listen, the better the outcome.”

The education

“The whole experience of working with the Dr. Martens Brand shaped how I approach projects today. Spending more time getting under the skin of an organisation undoubtedly creates the projects that ‘kin can be proud of today.

“It pushed me to consider extra levels of detail that are often passed by on projects, due to time or budget. With Dr. Martens I pushed myself into new levels of how to ingrain a brand story into the interior space. It taught me to think beyond how I had typically approached projects as an interior designer – and to appreciate the importance of getting to know a brands culture before considering their interior solution.”

@friendsofkin