In the tranquil, residential enclave of Harrington Road, one of Chennai's greenest neighborhoods, a striking glass facade draws attention to Camp—a curated concept store that offers a physical platform to digitally native fashion labels; all new, emerging and established. This transparent exterior leads to a warmly lit space, stripped of ornamentation and characterized by a sleek, predominantly white space. The store is thoughtfully designed to incorporate textures into its décor while maintaining a minimalist aesthetic. Offering a curated selection of clothing, bags, and various other items, significant attention has been placed on creating an inviting atmosphere that encourages visitors to engage with and appreciate the collection. With just enough countertops and clothing racks, customers can immerse themselves in the space, implicating the store’s focus on ‘curation’ over ‘complication’. There’s an Instagram-worthy mirror positioned right in the corner of the room, along with a cloud-like pendant ceiling light, both adding a playful touch to the room’s otherwise calming environment. Camp serves as more than just a retail establishment but a ‘roster’ of sorts. In an era where most exchanges occur through digital screens, the store offers a refreshing departure by fostering a connection between discerning customers and emerging homegrown labels. It provides a space where visitors can explore the brands firsthand, alleviating the apprehensions often associated with purchasing online and the uncertainty that comes with trying products from new brands. Vice-versa, if you are a new and emerging brand, spaces like Camp offer a valuable platform to gain visibility and accessibility in a physical setting. This allows brands to focus on honing their craft and creativity, without the burden of managing the logistical challenges of maintaining a physical presence.