The line in this case is literal, albeit graphic rather than physical, and somewhat reminiscent of the stitching found on shoes. This shop in Lyon is one of the many playful retail spaces the footwear company has developed with imaginative designers. The Rotterdam-based designers chosen this time round used red lines to describe the flow of human traffic across not only the store’s white floor, but also its walls and ceiling. Real steps have been outlined in the same red, confusing the second and third dimensions in an Escher-eque scene. Woe unto the one-eyed shopper with no depth perception! Shelves have been recessed into the walls and are framed against the black backdrop by white lines level with the walls. Blocks of steps are positioned in this landscape, some of which can be used to access the higher shelves, while others are used to display product. They direct the flow of people to the shelves at an easy pace and provide seats for trying on the wares.
Camper has consistently and cleverly used shop design not only to draw customers, but also to reinforce the brand image of a fun company focused making the act of walking more pleasurable. Not only do we buy their shoes, but we also happily buy into the image they project.