Catalan Play

Barcelona-based Estudio Mariscal has brought a slice of Catalonia to Japan by giving the Spanish-owned Camper stores an eye-catching new look, incorporating surrealism and three pure colours: black, white and red.

By siting its main store at the younger and trendier end of Omotesando Dori - Japan's most prestigious shopping street - Camper has already made its mark. Combining that with Estudio Mariscal's striking graphics and designs has reinforced the effect.

"We were asked to provide the brand image for the new Camper collection 'Camper for Hands', destined for Japan, to be used on the packaging, advertising and interior design of their shops there;' said Javier Mariscal. "The graphics use a hieroglyphic language, based on pictograms conjugated with sentences."

The outline of a series of larger-than-life hands in black on red welcome visitors to the entrance. Tiles bearing the imprints of a dozen different shoe sales lead into the interior - an effective come-on for a footwear store. There is no obstruction, inside or out. to the double-storey glass window at the front, giving a sensation of space and openness.

The flat red walls bear simple designs in white with the accompanying word in English: duck, moon, foot, car, bicycle and hand. Camper's products, shoes, boots and a smaller range of bags and purses, are displayed on shelves and stairways leading to doors. "The concept was based on a figure used by surrealists," says Mariscal. "Doors which, on opening, lead to stairways that do not go anywhere. These stairways serve as display cases and offer support to the graphics."

Individual products are picked out by recessed spotlights and the ranges for women and men are mixed together instead of the more traditional segregation. The floor on both levels is tiled in what look more like outdoor cobbles and customers sit on very low round stools in the same red as the walls. One of the stairways-to-nowhere leads directly through the front window.

Executives from Camper - which means 'peasant' in Catalan - and guests attending the opening party approved of the design. "Everyone seemed to like it, but you know the Japanese;' Mariscal said. "They are not very expressive people. They smile a lot."

Julian Ryall has lived in Japan for 15 years and contributes to newspapers and magazines around the world.

Architect Mariscal
Design team Estudio Camper
Builder Toei Kensetsu and Nomura Kogei Structural Consultant Mr Koyama of Sazaby Engineer Toei Kensetsu and Nomura Kogei
Total floor area Ground floor 42.5m2, first floor 41m2

Estudio Mariscal
(34) 933 036 940, mariscal.com

source : indesign vol.30 / text Julian Ayall

Camper Together,
Jaime Hayon / Campana Brothers

Throughout its history the Camper personality and in particular the one that is reflected in its stores, has always been enriched with contributors by designers, architects and artists. The Camper Together concept was already born in Camper but had not yet been written. It now gains even more strength, with new projects like those that have been developed in London & Barcelona with Jaime Hayon in Paris with Alfredo Haberli and in Berlin with the Campana Brothers.

Above : The Barcelona Camper store designed by Campana Brothers.

Above : The Carnaby Street, London Camper store designed by Jaime Hayon.

Source : Monument Architecture & Design