The solution: furnishings that symbolise mobility and that have gained a rich patina and oodles of character on their travels and adventures – painted metal baskets with flash rust, wooden transport crates with cryptic inscriptions, metal flight cases with dents and imperfections, and vintage suitcases. They were all tied up, put into position and secured with carabiner hooks. As a result, we infused the stores with a sense of adventure, a yearning for faraway places and the glamour of travel – and transported this image directly onto the camel active garments, which were presented in, on and beside the furnishings.
Thanks to a photography collection entitled Around the World in 80 Seconds, visitors were even able to embark on a world voyage in their mind’s eye: the deceptively real photographic greetings, showing camel active wear against a variety of backdrops from around the world, amazed the company’s following and generated a considerable buzz around the brand.
