How do you illuminate a shoe store effectively with LEDs? What is the best way to accentuate inclined presentation spaces precisely without casting shadows on the areas below? The redesigned Camper Store in Barcelona provides a prime example that offers the answers.
It is a common cliché that a woman’s shoes have to match the purse for a flattering outfit. But what about the hairstyle? Should it also be inspired by the style of shoes? A campaign launched by Camper to that effect demonstrates the results of this thought experiment. A woman, laughing heartily, sports a voluminous, fiery red bob in an asymmetrical crop – matching perfectly the expressive “Mortimer” shoe model. Its image: an urban hybrid with retro-futuristic look and unisex appeal. The hair, incidentally, was styled by haute coiffeur designer Charlie Le Mindu.
Freedom, creativity and comfort
The Camper footwear brand was launched in 1975 as a family-run shoe manufacturing business with its base in Inca, a town on the island of Mallorca that has been known as a capital of shoe and leather craftsmanship for many centuries. After inheriting a shoe factory from his father, owner Lorenzo Fluxà Rosselló took it upon himself to modernize the family business, now in its fourth generation. The brand was to reflect a new lifestyle, a new way of thinking based on freedom whilst also encompassing comfort and creativity. The venture was named “Camper”, meaning “peasant” in Catalan, to echo its rural roots and took its inspiration from the age-old custom of Mallorcan farmers to make their own shoes using tyre scraps as soles. Today, the large nubs on the soles that evolved as a result have become a trademark of the Camper shoes. The first Camper store was opened in Barcelona in 1981, now there are around ten, with some 300 stores overall in major cities all over the world. “Camper Together” is a model of collaboration between Camper and leading international designers aimed at creating exclusive products, stores, and even hotels. “Together” responds to a new international reality that requires the capacity to integrate, through design, different cultures whilst communicating and distributing unique initiatives to a select global marketplace.