Napapijri x StudioXAG: Orefici11

VF Corporation have launched OREFICI11, their first ever multi-brand store in the heart of Milan. Inspired by the extraordinary creative panorama of the city, the 2.000 square-foot store functions as a metropolitan hub where Timberland, The North Face and Napapijri come together for the first time to deliver a truly evolutionary physical shopping experience.

We’ve collaborated with Napapijri to introduce the Immersion Zone, a space which acts as a unique opportunity to showcase their sustainable products, cutting-edge collaborations and pioneering spirit.

To spotlight the 20-22° series, a range which takes its name from the average temperature at which the human body is most comfortable, we created an elevated Arctic buoy structure evoking the depths of a glacial climate. Executed in the brand’s iconic orange hue, the structure features integrated screens which display campaign content.

In the ‘Choose Future Exhibit’ zone we’ve taken inspiration from Napapijri’s latest campaign, a collaboration with Zalando, which features brand ambassador Taron Egerton set in a dystopian future where the planet has suffered a loss of the natural environment. Taron wakes up amongst rich verdant foliage, only to realise its the planet’s only remaining square of ‘preserved nature’ housed inside a museum.

Our mission was to create a display which told the campaign in three dimensions, and to seamlessly interweave the brands connection with nature, sustainability and innovation. To do this, we planted a gnarly, solitary tree that grows from a cross-section of untouched nature. The installation is flanked by a series of transparent acrylic tanks which encase an innovative range of recycled and recyclable jackets.