Camp Flagship

Behind the secret door of a seemingly ordinary canteen lies Camp—a brand new generation of toy store in NYC’s Flatiron District.

For a long time, traditional toy stores have struggled to stay alive due to their uninspiring model of having customers shop for toys in sterile, icy warehouses—especially when paired with bad lighting and poor customer support, if any. Modern customers are attracted to building relationships with their brands and being part of the brand story. These days, no breadth of inventory can overcome a lack of customer engagement.

Camp wanted to try something new. Not only did they want customers to have the latest and greatest merchandise but also be part of the retail space’s narrative. At Camp, customers are encouraged to roam, play, and interact with the staff. They believe that the retail experience should be a two-way dialogue between the space and its customers. We did too. And that’s exactly what we set out to make.

OkiDoki and I teamed up to figure out how we can transform Camp’s 10,000 square-foot space into an intricate labyrinth of play. We wanted to create, from the ground up, a space where people

Camp opened its doors on December 15, 2018.

Studio | OkiDoki
Design, Strategy, & Illustration | Edmund Liang

Design Process Overview

From concept to illustration to 3D to final.

Starting With 3D

To keep scale consistent throughout the design process, I’ll jump in 3D models and base everything off real-world measurements.