VMSD - June 2017 - 29
S ÁN C H E Z Y M ONT OR O, SPAIN
HAPPY CAMPER
Camper has worked with Kéré Architecture of Berlin to
"pioneer new forms of retail shopping," says Kéré Project Architect Adriana Arteaga. Its stores - like the new
one on Barcelona's historic La Rambla - are architecturally organic, with sweeping round or oblong walls.
The merchandising is minimal, and shoe displays on
the perimeter of the store act as much as visual pieces
as they do merchandise presentations.
But Arteaga says the build-outs tell a specific story:
"The handcrafted aesthetic of Camper is highlighted
by using materials and processes that are indicative of
shoe fabrication, such as braided cord and laminated
wood," she says. "In this way, an embedded company
narrative can be perceived through a range of textures,
colors, finishes, prints and graphics. Visitors are invited
to shop, discover and interact, using a variety of senses."
WHAT'S YOUR STORY?
"Merchants are being more thoughtful of the images
they promote," says Harry Steen, creative director of
Minneapolis-based Supervalu. "Which means they
H E N RY C ABAL A, L O S AN G E L E S
trying for human engagement," says James Farnell,
creative director for Little's brand experience studio.
"To that extent, the fixtures are functional. Shinola's
customers are looking for greater depth in products
and brands. They're looking for well-constructed
merchandise, but they also like the idea of knowing
where the brand was sourced and the story behind
who crafted it."
first have to examine what their brand is, and then
how to portray it."
Steen says he's seeing a lot of reclaimed wood fixtures, in part because it looks good, but also because it
tells a story of sustainability and good planet citizenship.
But whatever materials retailers use to tell their
stories, Steen says, the appearance, texture or purpose
of their fixtures are geared toward a specific goal. "As
today's consumers are judging retailers' online presence before they even come into the store, everyone's
trying to be much more thoughtful about what the
brand is," he says. "And that means, 'How am I presenting who I am?' " x
TOP Camper's fixtures
are an important part of
its overall design, which
elevates and highlights
merchandise throughout the
entire store.
ABOVE Shinola's fixtures
are open, minimal and
accessible, allowing
customers to touch and feel
the products before making
a purchase.
VMSD.COM
|
JUNE 2017
29
http://www.VMSD.COM
Table of Contents for the Digital Edition of VMSD - June 2017
Vmsd - June 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Street Clothes
What’s the Story?
Special Report: State of the Industry
Totally Tubular!
Keep Calm and Carry on (Shopping)
Showroom
Ad Index
Checking Out
VMSD - June 2017 - Intro
VMSD - June 2017 - BB1
VMSD - June 2017 - BB2
VMSD - June 2017 - Vmsd - June 2017
VMSD - June 2017 - Cover2
VMSD - June 2017 - 1
VMSD - June 2017 - Contents
VMSD - June 2017 - 3
VMSD - June 2017 - From the Editor
VMSD - June 2017 - 5
VMSD - June 2017 - Vmsd Editorial Advisory Board
VMSD - June 2017 - 7
VMSD - June 2017 - The Goods
VMSD - June 2017 - T1
VMSD - June 2017 - T2
VMSD - June 2017 - T3
VMSD - June 2017 - T4
VMSD - June 2017 - T5
VMSD - June 2017 - T6
VMSD - June 2017 - T7
VMSD - June 2017 - T8
VMSD - June 2017 - T9
VMSD - June 2017 - T10
VMSD - June 2017 - T11
VMSD - June 2017 - T12
VMSD - June 2017 - 9
VMSD - June 2017 - 10
VMSD - June 2017 - 11
VMSD - June 2017 - 12
VMSD - June 2017 - 13
VMSD - June 2017 - 14
VMSD - June 2017 - 15
VMSD - June 2017 - Next Store
VMSD - June 2017 - 17
VMSD - June 2017 - Street Clothes
VMSD - June 2017 - 19
VMSD - June 2017 - 20
VMSD - June 2017 - 21
VMSD - June 2017 - 22
VMSD - June 2017 - 23
VMSD - June 2017 - 24
VMSD - June 2017 - 25
VMSD - June 2017 - What’s the Story?
VMSD - June 2017 - 27
VMSD - June 2017 - 28
VMSD - June 2017 - 29
VMSD - June 2017 - Special Report: State of the Industry
VMSD - June 2017 - 31
VMSD - June 2017 - 32
VMSD - June 2017 - 33
VMSD - June 2017 - 34
VMSD - June 2017 - 35
VMSD - June 2017 - 36
VMSD - June 2017 - 37
VMSD - June 2017 - 38
VMSD - June 2017 - Totally Tubular!
VMSD - June 2017 - 40
VMSD - June 2017 - 41
VMSD - June 2017 - 42
VMSD - June 2017 - Keep Calm and Carry on (Shopping)
VMSD - June 2017 - 44
VMSD - June 2017 - 45
VMSD - June 2017 - Showroom
VMSD - June 2017 - 47
VMSD - June 2017 - 48
VMSD - June 2017 - 49
VMSD - June 2017 - 50
VMSD - June 2017 - Ad Index
VMSD - June 2017 - 52
VMSD - June 2017 - 53
VMSD - June 2017 - 54
VMSD - June 2017 - 55
VMSD - June 2017 - Checking Out
VMSD - June 2017 - Cover3
VMSD - June 2017 - Cover4
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