Gema Barranco, Alejandra Noriega
As part of the Camper Together project, I was asked to redesign one of their most iconic stores located right next to the Centre Pompidou in Paris. This is my fourth collaboration with the company following Málaga, Galeries Lafayette and their HQ store in Inca, Mallorca.
Inspired by “Project 493”, the unofficial name that was first given to Renzo Piano and Richard Rogers’s proposal for the Centre Pompidou competition, this project pays homage to the iconic building with a slightly different take: we developed an exoskeleton that function as a shelving system and which follows the entirety of the store in a continuous gesture. Just as the Pompidou exposes the technical elements of the building, the shelving system is constructed from cable metal trays – repurposing an industrial element that is usually hidden away – for the display of the products.
In order to keep the rigour throughout the space, we designed an X-shape structural joints to make use of the striking 5-meter long windows. While the shelving system playfully references the local architecture history, the brand’s Mediterranean roots are present through the raw plaster finish of the walls and the handmade clay tiles that serve as tops in the cash desk, the welcoming seating areas and the product focus table by the entrance.
The project makes ample use of this highly visible location to begin a visually and conceptually ambitious conversation with Parisian passers-by. Through the red palette and the immersive nature of the display, the store fosters a moment of exchange between architecture history, shoppers and the general public.
“To me it was important to create a progressive dialogue between Camper and the context in which they operate in. The challenge was to generate a balance between the brand´s DNA and the environment around the store, having such an architectural landmark a few steps away was impossible to miss.” Jorge Penadés.