Movie: Miguel Fluxá, head of Spanish shoe brand Camper, says the company's use of high-profile designers for its stores is more about brand...
Movie: Miguel Fluxá, head of Spanish shoe brand Camper, says the company's use of high-profile designers for its stores is more about brand-building than making money in this movie filmed at the opening of the company's latest New York store.nnCamper has commissioned a host of internationally renowned designers to design its stores around the world.nn"We've worked with many people, from Martí Guixé to the Bouroullec Brothers, the Campana Brothers, Alfredo Haberli, Tokujin Yoshioka and Shigeru Ban," says Fluxá, who was speaking at the opening of the brand's store on Fifth Avenue in New York designed by Japanese design company Nendo.nnFluxá says that the company took this approach to its store design when the company first started expanding outside of Spain.nn"We thought it was interesting not to repeat [the design of the Spanish stores]," he explains. "The world today is becoming a little bit boring, everything is becoming the same. So we thought it was interesting for the brand, and for the cities, to do different designs from one place to the other."nnCamper is a family-owned company; Fluxá's grandfather, a Mallorquin farmer, founded the business in 1877 and his father went on to establish the brand as we know it today in the 1970s. Fluxá says that this allows the company to experiment with different design approaches for its stores without worrying about the commercial impact.nn"We're lucky to be a privately-owned company, a family-owned company, so we look at the long term and we try to do things that we like to do," he says. "Of course, we think it's of benefit to the brand. It's given a lot of identity to the brand, and customers recognise it. Some concepts work better than others but the reality is that we don't measure it." Less
