Napapijri x StudioXAG: Infinity Event

Circular and 100% recyclable, Napapijri’s Infinity jacket is the first of its kind, manufactured from former waste including plastics and fishing nets, treated and repurposed for a second life and beyond.

How do you bring a sustainable story to an audience in a memorable way?  We asked visitors to participate in the story of the circular fabric through interacting with printed strips which told of the fabric’s past lives.

Removed to reveal a hidden message over the course of the event, the suspended strips of Econyl® (regenerated nylon) would ultimately be re-made into a new Infinity jacket for Napapijri. A credible circular moment to launch a credible circular product.

Stories of past use including fabric scraps, fishing nets and carpet tiles simultaneously invited visitors to place the strips of recycled nylon in an Infinity jacket shaped depository, revealing the integral campaign message – Recycled. Reimagined. Reborn, over the course of the event.

In the central hall, the Infinity jacket took centre stage. Surrounded by engaging campaign videos, Infinity was encased in a large, two-way mirrored glass tank in the heart of 18 Montrose, dramatically hidden and revealed with sequential, integrated spot-lighting – a compelling reveal moment at the launch event, where visitors took an exclusive first look at the product before the general public.

Experiential rooms provided an infinite spectrum of colour, light and reflection encouraging visitors to playfully take selfies in the infinity mirror, whilst delving into the theme of infinity. A learning booth housing thought-provoking film and animation enabled guests to understand the design philosophy, journey of circular innovation and the partnership between Napapijri and Econyl® .

The finishing touches to this event included bespoke zero waste canapés and cocktails. A sustainable approach was considered in every aspect of the organising and production of the Infinity launch event.