Napapijri x StudioXAG: The Futurewear Store

To mark the launch of Napapijri’s innovative Futurewear line, we designed, fabricated and installed The Futurewear Store. Located directly opposite the entrance to King’s Cross station, the pop-up provided a transformative customer journey and a unique take on the retail experience.

Our design for the retail environment utilised interactive digital totems, an interior wrap around digital wall and suspended displays to bring Napapijri’s vision of the future into reality. With its reconfigurable layout customers were encouraged to return to the Futurewear Store as each line dropped.

Product cases hanging from the ceiling put the unreleased jackets tantalisingly out of reach, creating anticipation for the next drop.

A truly endless experience awaited those who entered the immersive installation at the end of the store; with an infinity mirror and interactive lighting, visitors snapped selfies from infinite perspectives. The curved digital wall displayed vibrant shape-shifting content, highlighting the blend between physical and digital space and enticed visitors to experience a glimpse of the future.