Rough concrete textures and sleek, shiny surfaces collide in Camperlab’s Harry Nuriev-designed Le Marais shop.

Key features

Camperlab unveiled its first standalone store dedicated to the brand’s unisex footwear, ready-to-wear and accessories in a space designed by Harry Nuriev's Crosby Studios. The design concept for the Paris store is inspired by Nuriev’s guiding philosophy, ‘transformism’, which, as he explained in an interview with FRAME, is ‘a philosophical framework that takes existing objects, materials and forms and imbues them with new aesthetic and material qualities, allowing them to transcend their usual frames of perception’.

Drawing on this proprietary approach, raw architectural elements are deployed against sleek, high-shine elements to create a dramatic and edgy product staging environment. Cutouts in concrete walls and surfaces serve as wayfinding points and as product displays, with shoes dotted across the rough surfacing. The concrete surfacing covers the windows, with jagged voids providing a sightline into the store. At the centre of the retail floor, a silver, elliptical seating area for fitting shoes is mirrored by a skylight directly above it. Chrome columns, metal display racks and shelves, and dark grey concrete floors complete the shop's greyscale scheme.

FRAME’s take

‘I can say that interior design is currently among the top priorities for fashion brands,’ Nuriev said in the same interview with FRAME. ‘People are paying a lot of attention to this because they recognize the power of this synergy. Fashion is becoming more generic, and interior design provides the only avenue for differentiation.’ However, when scrolling through the Camperlab website, it’s clear that the brand certainly isn’t falling victim to the genericism Nuriev attributes to the industry at large. The distinct Crosby Studios-designed interiors help Camperlab further differentiate itself.

He continued: ‘when you disengage garments out of architecture, you are missing the most significant part of the conversation. It's like choosing between watching a movie or merely listening to its audio. While you can certainly imagine a lot, you lose out on experiencing the entire world it presents.’ Through elemental contrasts and alternative product staging, the shop’s interiors capture Camperlab’s ‘anarchic agenda’ and identity, offering an immersive experience in the brand’s universe.