In a fresh redesign, the Camper store in Chiyoda, Tokyo, now features an innovative interior concept by Jorge Penadés' studio. The space showcases shoes elegantly arranged on undulating structures crafted from clay tiles, setting them against a vibrant aquamarine backdrop. This overhaul represents a thoughtful blend of Mediterranean heritage and modern design principles, emphasizing sustainability and local material sourcing to create a distinctive yet globally adaptable retail environment.
Penadés, based in Madrid, envisioned the Camper Shin Maru store as an "archipelago" of terracotta-clad elements. These versatile structures serve multiple functions, including display stands with integrated seating and a central cash desk. The consistent use of these tiles extends to framing doorways and lining low-lying shelves that encircle the store's perimeter, creating a cohesive and immersive customer experience.
This design philosophy is not new to Penadés' studio, which has previously implemented similar concepts in Camper outlets in Paris, Hong Kong, and Bangkok. The core idea behind this repeatable system is to reduce the ecological footprint associated with retail fit-outs. By designing a flexible framework that can be adapted to any location, the studio prioritizes the use of locally available materials, thereby circumventing the environmental costs of international shipping.
The choice of clay tiles is central to this sustainable approach. Penadés highlighted its humble, economical, and sustainable nature, noting its widespread availability. This material, combined with a striking monocolor scheme, allows Camper to maintain a recognizable brand identity without compromising its commitment to environmental responsibility. The geometric simplicity of the furniture, characterized by straight lines and two-dimensional curves, further facilitates the application of these tiles.
Echoing Camper's Mallorcan origins, the Tokyo store incorporates references to its Mediterranean roots. The distinct aquamarine hue selected for the interior, for instance, directly evokes the serene waters of the Mediterranean Sea. This thoughtful detail, along with shades of blue and green seen in other Camper stores, consistently reinforces the brand's island heritage.
This Tokyo project is the ninth store design Penadés has undertaken for Camper, building on a collaboration that began with the Málaga store in 2019. This ongoing partnership reflects Camper's shift towards a greater emphasis on functionality and sustainability in its retail spaces, moving away from distinct star designers for each interior. Penadés' approach is characterized by a creative reinterpretation of existing materials and construction methods, leading to unexpected yet highly functional and environmentally conscious designs.
The revitalized Camper store in Tokyo exemplifies a harmonious fusion of global design strategy and local resourcefulness. Through the strategic use of terracotta tiles and a Mediterranean-inspired color palette, the space not only showcases footwear but also communicates the brand's dedication to sustainable practices and its rich heritage. This unique retail concept provides an engaging and environmentally conscious shopping destination for customers.