|
Camper, 28
Old Bond Street, London
Info-shop #001
Info-shop and Camper
The idea of working with information as decoration is not new for Camper.
By way of example, in the shops at Barcelona’s "el triangle”
(1998), the walls are not simply supports for photographs but are totally
covered with photography. The application of hand-done text and drawing
is seen in the New York Soho shop (2000), while the space reserved to
leave messages was used in the "Walk in progress” (1999).
Camper is also known for its graphic production, as appearing on posters,
bags and other publications.
The idea of the info-shops is to take these characteristics to an extreme,
bringing them all together to create a new typology of shop based on the
concept of information as decoration and decoration as information.
The Info-shop
Concept;
Ideas Substitute Convention
The basic
idea is to substitute costly material, complex constructive details and
exclusive elements with information. In this way the budget that is normally
set aside for materials and finely-crafted finishing goes instead to the
construction of intellectual content, whether written or visual.
It is important
that this information not be tied into an explicit advertisement for the
brand.
The shop is
constructed with materials, lighting elements and other elements that
are standard and environmentally friendly. Onto this ground the content
developed by the creator is applied.
This content
will be independently developed on a graphic level and will be applied
according to concrete criteria as defined for this type of commercial
space.
The creator
can thus be any person who has something interesting or important to say
and seeks to express an opinion.
The project
emulates a structure similar (though more complex) to the publication
of a creatively produced book.
The final
idea of the info-shops project is to open Camper up to collaborations
from any creative person with ideas (and not just designers) in the development
of their info-shop commercial outlets. This person could thus be a farmer,
an athlete, a tourist or a cook."Somera mallorquina” 2003: Only
137 Left.
The Majorcan
donkey is a local species, with only 137 pure-bred individuals left in
2003.
The idea of
the project is to create a brand image of the "Somera Mallorquina”
(Majorcan Donkey), so that within this hyper-reality it might acquire
the status of a "luxury object” and in consequence a "cult
object”, thus ensuring that it not disappear from the real world.
Context of
the Camper London Info-shop Theme
Camper is
an enterprise from the island of Majorca which has already used the image
of the Majorcan donkey in its advertising campaigns, though only in an
anecdotal manner.
The interest
here lies in the tension of the theme proposed for the Camper shop at
28 Old Bond Street in London, in a country with a long tradition centred
on the horse.
The Theme
Thoughts and
hypotheses on the Majorcan donkey, which is about to disappear but whose
image goes beyond its strictly natural state
Text by John Thackara, founder of Doors of Perception
Horse vs. Somera in the context of the new economy
Text by Georg-Cristof Bertsch, design writer, founder-owner of the Frankfurt-based
brand strategy firm Bertsch & Bertsch
On the extinction
of the quagga in 1878
Text
by Jordi Bigues, journalist and activist in environmental and cultural
issues
On the "Somera” in the Majorcan context
Interview
with Aina Vallespir
Aina Vallespir
lives in Majorca. She is an environmental farmer and stage actress, and
works as the secretary of the "Association of Breeders and Owners
of Purebred Majorcan Donkeys”, ACRIPOASMA.
Facts about
Majorcan donkeys, extracted from a text from the association ACRIPROASMA
As well as
the fan gift-shop
The room
The functional
part of the commercial space does not disappear, being instead merged
with the relevant information.
The index
is found in the front part of the shop. On the shop windows thetitle
and introduction are found, serving as the front page.
The texts of the contributors are distributed throughout the space, including
the floor.
The images
of the "someras” have the aim of idealising them. This is the
case with the drawings as well, which represent an animal that has been
"humanised” in its gestures.
On the ceiling
there are 137 icons which represent the 137 individual donkeys left of
the local species, each with the name given it by its owner.
The space
also includes photographs of quaggas with the name of the city where the
museum exhibiting them are found. In this case the photos of quaggas have
been taken from cities where Camper has shops.
Logically the brand image is present, along with the display area for
the product.
Camper bags
have been made especially for this store. All the information found in
the display area has been reproduced on them as well, so if you make a
purchase the info-shop can be taken home in bag form.
|
