Spanish footwear brand Camper is celebrating its 50th anniversary this year. To commemorate this milestone, Camper brought its touring exhibition to Shanghai in the form of a pop-up space, as well as a pop-up teahouse in Chengdu, Sichuan.
The Shanghai leg of the “Camper 50 Years Young” exhibition was held at the Polo restaurant and venue between 1 and 5 May. The pop-up incorporated a bar, a wall of history, a display of both classic and anniversary commemoration models, and a display for the Camper community of wearers. There was also an “indoor beach” inspired by the brand’s hometown, Majorca, an island in Spain, specially created for the location. Interactive touchpoints, such as a stamp collection map where visitors can collect all 5 stamps in exchange for a special anniversary cocktail, a Roku reassemble challenge leveraging the 6-piece structure of the shoe, and the indoor beach for your “check-in” (打卡) needs, and to fully immerse yourself in the Kobarah collection of shoes.
In late March, the brand also launched a pop-up teahouse called Camper Junction Teahouse at the Chenjin Tea Store in Chengdu. Bringing together the Mediterranean sunshine and Chengdu’s chill lifestyle at the location. The event is focused on the idea of “slow lifestyle plus” (慢生活+).
Camper redecorated the teahouse with bamboo display stands for the shoes, as well as bringing Sichuan opera and a traditional tea ceremony performance (with performers in Camper footwear) to the event. Combining local tea and Spanish desserts, the pop-up fuses two relaxed lifestyles together masterfully.
Camper is popular in China for being a brand of “ugly shoes” that has gained a cult following, along with Crocs and Birkenstock. The practicality and nostalgic workwear look are the reasons it attracts the young and trendy. The recent anniversary pop-ups bring cultural and hyper-localised interest to both cities, which is sure to draw in their target audiences.
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