A store should feel like it belongs. That’s the idea behind the newly reopened Camper flagship on Madrid’s Calle de Serrano. For the first time, the brand’s creative director, Achilles Ion Gabriel, has shaped a physical space, not just a shoe.

His goal was to make something that felt permanent. “As if it had always been there,” he says. The look draws from brutalism, but the feeling is warm and welcoming. It’s a place that feels both solid and easy to be in, like a building that has been standing since the 1970s.

Everything in the design serves a simple purpose: to put the shoes first. Light comes from a soft glow in the ceiling, with specific lights in the windows and boxes to highlight the products. There are no closed-off displays out front; the window is open, inviting people on the street to see directly inside. Large mirrors make the room feel expansive and open.

The store holds both the main Camper collection and the CAMPERLAB line, each in their own area that still connects to the whole. It reflects the brand’s core meeting of tradition and new ideas.

“For me, designing a store is as natural as designing a shoe,” Achilles concludes. “Both follow the same creative logic.” The result is a space that fits into Madrid’s cityscape while feeling completely and truly like Camper.

Check it out below: