Camper shoes are displayed on curvaceous clay-tiled blocks in this overhaul of the brand’s store in Chiyoda, Tokyo, designed by Jorge Penadés‘ studio.
Madrid-based Penadés described the design for Camper Shin Maru as “an archipelago” of terracotta-tiled furniture, set against a contrasting aquamarine-coloured backdrop.
The clay-tiled display stands incorporate seating
The tile-covered elements include display stands with integrated seating and a cash desk. The same tiles also cover doorways and shelves that run around the base of the store perimeter.
The design is based on a system that the studio – also named Penadés – has already applied to Camper stores in Paris, Hong Kong and Bangkok.
The same tiles cover doorways and low shelves
Rather than coming up with a new interior for each store, the designers developed a concept that could be easily applied to any location, using materials that are sourced locally.
The aim was to reduce the environmental impact of retail fitout, which often involves shipping materials around the world.
“The objective was to design a retail system that could be applied globally, but always using local materials,” said Penadés.
The tiles stand out against the contrasting aquamarine-coloured backdrop
“Based on the Mediterranean DNA of the brand, we bet on clay tiles: a humble, economic and sustainable material that can be found anywhere in the world in order to minimise the impact of our activity,” he continued.
“Together with a bold monocolour space, we have created a retail identity that allows the brand to be recognised without compromising environmental integrity.”
Each block is formed of straight lines and two-dimensional curves, for easier tile application
The furniture elements in each store are different, but they all employ the same geometric rules.
Each is a combination of straight lines and two-dimensional curves, making it easy to apply tiles to the surfaces.
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A previous iteration includes glossy red tiles, while another swapped the tiles for a mix of locally sourced wood veneers.
In each store, the designers incorporate references to Camper’s Mallorcan heritage. In Camper Shin Maru, the aquamarine colour was chosen to match the colour of the Mediterranean Sea.
The tiles also clad a cash desk
“This store is a collaboration between Mediterranean culture and Japanese precision,” added Penadés.
“We try to use shades of blue and green in most of our Camper stores, to reference the island.”
Overseen by designers Gema Barranco and Marina Valdés, this is the ninth store that Penadés has created for Camper. The first was completed in 2019 in Málaga, Spain, and was built out of standard metal profiles.
This is the ninth store that Penadés has created for Camper
In an interview with Dezeen in 2023, Penadés explained how Camper was moving away from employing different star designers for every interior, placing a greater focus on functionality and sustainability.
“I didn’t invent anything. I just used what was available and twisted it to create a new language,” he said at the time.
“I think this really summarises my approach; it’s about creating a new way of constructing that delivers something unexpected.”
The photography is by Koji Fujii.