INSIDE THE IMMERSIVE NEW WORLD OF CAMILLA
It’s often said that the joy of travel lies in the journey, rather than in the destination. As every world traveller knows, it is often those experiences we can’t possibly plan that bring us the most profound sense of wonder. It’s a fundamental truth that Founder and Creative Director Camilla Franks feels deep within her bones.
“Travel is the soul of the CAMILLA brand. Twice a year, I follow my nomadic heart into places that spark my curiosity and kindle my creativity. Travel truly is the best muse.”
So when it came time to craft an immersive new boutique concept, there was no doubt that travel would be at the heart of the design.
“My dream for the store was to create something unexpected and unique, that would awaken a sense of wonder in people. I wanted the new boutiques to be the story of my brand, so that visitors could experience my love for travel, exploration and storytelling through the magic of print, in living colour.”
“I work with the most amazing artisans in Australia and India, so I knew that the only way for me to create the boutique of my dreams was to call on the incredible talents of my own CAMILLA collective and create it all in-house.”
Hotel of Curiosity Boutiques
CAMILLA Burnisde,
South Australia
CAMILLA Claremont Quarter,
Western Australia
CAMILLA Emporium,
Melbourne Australia
CAMILLA Westfield Parramatta,
New South Wales
CAMILLA The Mall at Short Hills,
New Jersey USA
THE INSPIRATION
“As I do for each collection, I undertook an inspiration trip to spark my creativity. We crafted an itinerary laden with the most inspiring architecture, boutiques, eateries, cafes, bars and buildings around the world. And we spent weeks on the road exploring, idea hunting and seeking design inspiration.”
“From London to Paris to Portugal, we visited museums, stores, train stations, galleries, restaurants, vintage markets and hotels, collecting ideas and design inspiration for everything from the storefront to carpet to lampshades. Then we sat down and went through all our ideas, and storyboarded it all.”
Working over several days in a Welsh Cottage, Camilla, her creative team and Interior Designer, Mark Billington of Lex Design, created the vision for a new CAMILLA Boutique concept: a feeling of reimagined quirky hospitality rather than a traditional retail environment.
“What we created was 50% hotel, 50% cabinet of curiosities and 50% boutique. And yes, I know, that adds up to 150% – but I wouldn’t have it any other way!”
The result is the innovative and immersive new CAMILLA boutique experience: a ‘hotel of curiosity’. An adventure for all senses, with endless details to discover and worldly inspiration to admire. The Claremont Western Australia store was the first to be unveiled and the new design continues to roll out in the USA, beginning with The Mall at Short Hills, and across the world.
“This beautiful boutique baby is my brand translated into a three-dimensional design concept. It is a love letter to travel, adventure and exploration. It is an ode to my storytelling roots, my creativity and the way I strive to honour every experience in its fullest form.”
THE DESIGN DETAILS
The ‘Hotel of Curiosity’ concept has been brought to life at every touch point, from the Portuguese inspired shopfronts of Lisbon to the champagne bar, every element has been meticulously crafted with the signature CAMILLA focus on slow, artisanal production.
“I wanted everything to be utterly original. Made intentionally. Made slowly. Made with love. Just like my prints and my designs, the storytelling needed to burst from every seam. So we layered handcrafted details into every single corner.”
“Everything you see, from the custom mosaic tiles on the floor to our own CAMILLA print wallpaper has been made, especially for each store. The vast majority of it, by my in-house CAMILLA team."
THE CAMILLA EXPRESS & THE LOBBY BAR
Take a trip on ‘The CAMILLA Express’, a one-of-a-kind interactive luxury train carriage installation – the interior of which is completely wrapped in CAMILLA prints – which features windows fitted with digital screens that play a custom film reel in an homage to the location that inspired the new collection.
You can sit at the lavish hotel-inspired ‘Lobby Bar’ cash desk while you sip champagne and wait for your new treasures to be wrapped.
“For the little wonders, my team created a magical kids circus. It has its own CAMILLA canopy, featuring prints from my France and Italy collections, and so many extraordinary little details that we made in-house.”
“My artisan brother, Jaggi, created the bespoke dolls, the beaded animal heads which are framed on the walls were hand-embellished by our CAMILLA artisans in India. There’s even a wooden puzzle and special colouring area to inspire the little ones to colour the world, which my creative team designed and handcrafted custom elements for.”
“This Boutique concept is the realisation of a lifelong dream. I can’t wait for you to explore it. And I’m so proud that it’s been brought to life by the Print Makers, Storytellers, Adventurers and Artisans from my very own CAMILLA collective.”
Immerse yourself in ‘The Hotel of Curiosity’ in one of CAMILLA’s flagship locations across the globe.
