Photos are by Nienke Klunder.
Here's the full press release from Camper:
Camper opens a new store in Milan developed by Jaime Hayon. It is located on Via Montenapoleone which is without a doubt the most demanding display in the city. The election of Hayon to develop this project was not by chance. This Spanish artist and
designer has all the talent needed to satisfy the tastes of a city that is also the world capital of design and fashion.
Hayon is the youngest Spanish designer and the most internationally acclaimed today. The brilliant personality of his work will not go unnoticed among the select shops that can be found throughout this important shopping area and in which the Majorcan shoe brand has been present for almost a decade.
Camper Together with Jaime Hayon
New camper store on Via Montenapoleone, Milan Jaime Hayon signs a new episode of his collaboration with Camper. This is the fourth, following the stores at Foubert’s Place in London, Paseo de Gracia in Barcelona and San Miguel in Palma de Mallorca. The four follow the same pattern and were all conceived for an installation that develops a shop-gallery concept: a combination that has proved successful since the inauguration of the first space with this concept in London. There are few creators that like Hayon, with his own unique style, have the capacity to fuse together the frontiers that separate the worlds of art and design.
The new store is a personal interpretation of the Camper universe seen through Hayon’s imagination and in it the best of his repertoire is condensed: his characteristic drawings, baroque profiles, gold touches and exclusive hand crafted furnishings that are so representative of this artist from Madrid. In his projects, Hayon recovers handcrafted work and the appreciation for things well made, produced with a quality that lasts, as in the past, but without under estimating modern technology. Tradition and modern times that also walk “together” in the new culture of contemporary design.
Jaime Hayon (Madrid, 1974), Spanish artist and designer, has appeared on the international scene with great energy and personality. Something quite remarkable considering his young age. He studied industrial design in Madrid and in Paris before getting to Fabrica in 1997, the centre for investigation and communication of the Benetton group in Treviso (Italy), directed then by Oliviero Toscani. In just a year, when Hayon hadn’t even turned 24 yet, Toscani and the owner Luciano Benetton made him responsible for the design department.
Hayon was there until 2004, the moment he decided to pursue his own personal career. He moved to Barcelona and started working on all kinds of projects, creating toys, designing furnishings and organizing exhibitions. While he was working as curator for events like Experimenta in Lisbon, he also participated in conferences and congresses worldwide and exhibited his own personal work at art galleries. His exclusive creations saw light for the first time at the David Gill Gallery in London, as part of a show called Mediterranean Digital Baroque, and this marked the beginning of his rapid international projection.
Throughout its history Camper’s personality and in particular the one reflected in its stores, has been enriched with the contributions of designers, architects and artists. Carlos Rolando, Javier Mariscal, Neville Brody, Óscar Mariné, Peret or the Memphis group, among many others, aside from characters like Fernando Amat, Oleguer Armengol, Jordi Nogués, Shiro Miura or Marti Guixé, the most prolific in the last few years, have contributed in making these spaces always different and always special, becoming, together, an important active of the brand because they transmit the true values and image to the client.
The Together concept had already been born in Camper but had yet to be written. It now gains more strength than ever with these new projects, in limited edition, like this one developed “together” with Jaime Hayon. By adding the experience of one to the wit of the other, the Majorcan Company follows the line of diversity versus the repetition often found in the world of commercial interior design. Camper continues innovating and opts for new languages to communicate the essence of a brand that maintains its loyalty to its original spirit.
The Camper stores
In 1981 Camper opened its first store in Barcelona. After seven years of commercializing its product in conventional multi-brand stores, they realized that their shoes needed a different atmosphere; one that would allow for interaction with the brand and its real environment. With this objective Camper developed their own concept of a store: A shoe shop where all the styles and sizes could be displayed. It was totally revolutionary. The stores became a window through which Camper could exhibit its shoes and its philosophy to the world.
In the early 90’s Camper began its international expansion and realized that all the stores of all brands and in all shopping areas of all cities were the same. The character of the city, its culture, became diluted in an interior design that, although carefully planned, was aseptic. For Camper the concepts of identity and diversity always go together and for this reason this conception of global as uniform did not coincide with their philosophy. From this observation came the idea of creating a different store, with its own unique personality.
Photos by Nienke Klunder