Napapijri x StudioXAG: Out of Nowhere

Ahead of Napapijri’s official UK launch, we took over a corner shop opposite the Ace Hotel, pitching a concept which boldly brought a brand campaign to life in the physical space.

Shot in the desert, the Out of Nowhere campaign rejected physical borders and was created in response to former prime minister Theresa May’s statement ‘If you believe you are a citizen of the world, you are a citizen of nowhere’.

To ensure that the store exterior stopped people in their tracks, we painted the fascia in a striking bright orange and wrapped the building in the Napapijri logo.

With weekly events and parties in collaboration with an array of local heroes of underground culture, the space was designed to be multi-functional, flexible and interactive.

In-store, visitors were immersed into the world of Out of Nowhere. Walls were wrapped in graphics simulating an arid landscape, offset with bold neon ‘NOWHERE” signage.

Hand sculpted earth-like terrain lined the perimeter of the space. Three digital screens planted into mounds enabled brand and contributor content to be displayed, transforming the space.

An integrated photo booth allowed visitors to place themselves within the world of the campaign, creating and starring in their own ‘Out of Nowhere’ digital content, encouraging social sharing.