Napapijri x StudioXAG: Chalet Living

Napapijri’s 2020 Holiday campaign celebrates the family, both the families that we have and the ones that we create, where we feel safe and hopeful in this time of uncertainty. The accompanying campaign takes place inside a completely wooden chalet and features a family decked out in Napapijri’s collection for winter.

To launch the holiday campaign at OREFICI11, VF’s multi-brand flagship destination in Milan, a group of giant, sculptural forms takeover one of the exhibition spaces. A high-gloss, pistachio green shape is offset by a deep burgundy form, executed in a fuzzy flocked finish.

Gifts are showcased with a conveyor-belt style installation, finished in a tactile shag pile material. The floor of the space is accented with layers of soft rugs in differing colours and weights, adding depth and warmth.

For the second installation, the existing Arctic buoy structure has been coated in pistachio green flock to bring a sense of cosiness to the space. Inspired by Napapijri’s Holiday campaign which was set within a wooden chalet, pine wood graphics adorn the space alongside life size cut-outs of models from the campaign.

Inspired by the cosy Chalet feel and evoking the spirit of a Seventies interior, a selection of curvaceous shapes take centre-stage in the windows, executed in varying depths of orange and blue shag pile.

The abstract shapes are set against a backdrop of the original pine wood interior of the campaign shoot, complemented by bright yellow window graphics which ask shoppers to ‘Choose Love’ this holiday season.