Napapijri x StudioXAG: Shoreditch Concept Store

The creative team at Napapijri asked StudioXAG to design their first physical retail space in the UK, launching the brand with impact in the heart of London’s creative community.

Following on from the success of our Out of Nowhere pop-up for Napapijri in the same Shoreditch space, the brand were ready to put down roots.

We put emphasis on communicating the Napapijri brand DNA, digitising the customer experience and creating a relaxed area for people to come together.

With a minimal store footprint, corrugated mirror cladding gave the perception of expanse, allowing customers to lose themselves in the interior.

The Napapijri concept store hosted a programme of cultural events, parties and workshops including collaborations with London-based collectives such as Pxssy Palace & Bossy Ldn, firmly rooting the brand within the local community.

The fitting-room area was concealed within corrugated gold chrome, whilst the interior walls were clad in soft felt creating a relaxed tactile cocoon, a tranquil contrast to the high shine store interior.

A technology focused brand immersion area is integrated into the back of the store, housing the classic Skidoo jacket behind transparent screen technology, communicating the rich history of Napapijri in a surprising and contemporary way.

The central ‘garden area’ is the focal point of the store, featuring an abundance of relaxed seating areas amid the foliage, designed to encourage visitors to hang out in the heart of the pop-up.