Napapijri x StudioXAG: The Circular Series

With a Cradle To Cradle Certified series of 100% recyclable jackets, and 54% of the collection manufactured from recycled raw materials, Spring/Summer 2021 is Napapijri’s most sustainable season to date.

To launch the collection, we created a visual language which includes animations, a bespoke font, hangtags, website and social media assets, allowing the brand to tell a unified story from their digital platforms through to the physical space. The graphics capture the innovative and sustainable spirit, visualising the lifecycle of the product as a series of modern oval motifs.

In the windows, we’ve placed a focus on the rich tactility of wood. Plywood has been hand stained, saturated in a variety of shades inspired by the campaign imagery. A mixture of circular and rectangular plinths contrast with a slick curvaceous circular rail which takes centre-stage.

To echo the sustainable ethos of the collection, we’ve evolved the existing launch zone installations we created for Orefici11 in Milan, using the skeleton of the Holiday 2020 campaign.

We’ve updated the existing buoy structure with new digital content, featuring a series of bespoke graphics executed in a shocking acid green. The palette of stained plywoods from the window campaign has been carried throughout the space, including a selection of circular plinths.

Following The Circular Series, our displays for Napapijri evolved to launch their latest Icons campaign. In their windows across Europe, a curvaceous sculpture of wood intersects with a metallic monolith, continuing the circular theme and playing with the feelings of soft and hard, organic and man-made.

Inspired by scenes from the campaign set in the scenic Peak District, the warm tones of the imagery have been brought into the store. A selection of product plinths, previously yellow and green, are covered in mellow copper tones.

To accompany the launch we’ve also created bespoke installations for VF’s multibrand concept store Orefici11, taking over the expansive windows, the Decompression Area on the ground floor of the store and the ever-evolving Immersion Area on the first floor.