News
News
2.4.2012
camel active opens the first store worldwide in the new "Roadside" look
New store concept is rolled out in Büsum
On March 15, the first camel active store was opened with the new "Roadside" shopfitting concept, thus laying the foundation for 300 retail spaces to be acquired and remodelled in the next three years.
A camel active store has been opened on Büsum’s main shopping street under the management of Mast Do Retail Trading Company. The store, with 101 square meters of space located at Alleestrasse 20c, carries the customers off into the camel active campaign worlds and awakens their wanderlust.
For years now, the lifestyle brand's image campaigns have been portrayed by three friends who travel the world together. The new "Roadside" shopfitting concept is inspired by the materials and motifs found during these trips around the globe: The cash register module in the store has the gleaming metallic look of the original American Airsteam trailers, and a cart such as those found at a Malawi marketplace sparked the idea for a product display.
The shoe sales area was inspired by a bus stop in Mumbai: sitting on retro-style plastic seats underneath a corrugated sheet metal roof, customers can try on the models from the camel active footwear collection. Wall shelves such as the denim wall are constructed entirely from patinated corrugated sheet metal and have a raw and makeshift character. Upon entering the changing booths, the customer has the feeling of being in a cabin somewhere on the beach of a surfing hotspot. Decorative textile elements made from rough canvas evoke the sacks in which rice is offered for sale at Asian markets.
"Materials with patina and structure convey a story. Haptics are very important for us. The impressions from foreign countries give the new shopfittings as well as the display window decorations authenticity. Those passing a camel active store such as the one in Büsum today will discover large-scale motifs from the current Indonesia campaign. The travel theme is our absolute USP which we will be passionately pursuing in the future as well," says camel active Head of Retail Mark Schäfer on the launch of the Roadside concept.
Vizona / Weil am Rhein was assigned with the project management, the technical development, the construction and production of all furniture and wall fittings as well as the general contractor services. Vizona / Weil am Rhein is going to realize the international roll out.