The opening of the new Camper store designed by Tokujin Yoshioka on London's Regent Street took place during the London Design Festival, and Jaime Kopke was there to ask Tokujin a few questions, with the help of an interpreter. It was hard not to compare this new work with the recent Issey Mikaye retail setting that Tokujin Yoshioka designed, but the two spaces are vastly different in tone and atmosphere.

What attracted you to this project, and specifically, the partnership with Camper?

When Camper approached Tokujin about working on this project together he knew they had a history of working with many other designers. He started to wonder how he could express the corporate brand and identity in a different way - in his own language.


What do you see as the value for designers becoming involved in creating retail settings?

In Japan more designers are involved in creating retail space rather than designing furniture so it's not so special (unusual) for him. In Japan our houses are very small so there is less demand for furniture. Instead he designs furniture for foreign companies like Moroso. In Japan there is more opportunity to design spaces instead of furniture.





How has this project differed from other retail environments you have worked on including the showroom for Issey Miyake?

Generally when he works with a company he sees the most appealing feature of the company and tries to extract that attractive element. Tokujin sees Camper as a very positive, active, energetic company and so he tried to express those characteristics in his design.


Did the size of the space effect the design at all?

No, Tokujin proposed the concept first and Camper liked the direction, then Camper found a space that would work with his idea.





How does creating an interior for a retail brand influence your choice of materials?

It's not only about retail, it could be designing furniture, a window, an installation...the concept comes first and the material is only the tool used to express the concept.


Do you believe the customers should be able to walk into a store and immediately identify the designer behind the interior? When I am buying shoes, should I be able to tell what distinguishes Camper by Tokujin Yoshioka from Camper by Martí Guixé from Camper by Jaime Hayon from Camper by the Campana Brothers?

Maybe the general public might not know who Tokujin is - maybe someone in the design world would, but not the daily customer. It's not so important for him if the customer/viewer knows it was Tokujin who created it, it's more important that they enjoy being in the space and if the design evokes some sort of feeling for the viewer.





How do you explain the difference in the satisfaction that you get from designing a space in comparison with that derived from designing an object or product?

He would not distinguish whether it was a space, or a product or an installation because each is different and the client is different. For a product maybe he would need to consider the function more, but for a space where you are collaborating with a brand like Camper, what is important is their expectation of Tokujin and what the company is looking for.

+ tokujin.com
+ camper.com