Spanish architect Juli Capella designed a store for Camper in Vienna, situated at Mariahilferstraße, one of the most important shopping streets in the centre of the capital. The space features a huge moka coffee pot and trumpet in the display window and is named "Exhibition and footwear retail". This concept highlights Camper's relationship with meaningful design, which is not about luxury but rather about service. A shoe is created, manufactured and marketed the same way as a handbag or a lamp. It is also an industrial product, and as such it is comparable with other everyday items. This is the idea behind a shoe store where objects are also exhibited; it is a different way of understanding shopping.
Customers who enter the store will enjoy the added perks of a small exhibition. We can learn something about the design around us in these mini-stories of ordinary objects we all recognise. These are object which have been serving our needs since before we can remember. At the door we are greeted by a gigantic trumpet and moka coffee pot. These are icons of meaningful, quality design – simple, practical and beautiful – whose unusual size puts them in the spotlight. The centre of the store is occupied by a long bench made of ordinary chair parts. The sides are lined with niches displaying a collection of objects –steering wheels, telephones, coat hangers, cooking pots – which, like the shoes, also come in pairs. Each is identified with its geographic and creative roots, and they are all painted white so that the shoes on sale provide the only touch of colour. Though subdued, comfortable and monochromatic, the interior is not minimalist but maximalist, full of hidden meanings and hints to the user rather than the customer.