Napapijri opens Out of Nowhere pop-up in Shoreditch

Italian premium casualwear brand, Napapijri has opened a pop-up store at The Ace Corner Shop, 149 Shoreditch High Street in London with a programme of events and workshops as part of its SS18 ‘Out of Nowhere’ campaign. The space will host various events in collaboration with independent London-based titles including Noisey, Polyester, BRICK, Intern, HUCK and Little White Lies.

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Oversized logo branding in a mix of graffiti and window vinyl masks the fascia of the building, which has been coated in fluorescent orange. Hoarding-style banners cover the upper floors, emblazoned with images from the campaign.

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In-store, the boundary of the store is wrapped in graphics simulating an arid landscape, offset with bold neon signage.

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Hand shaped earth-like terrain lines the perimeter of the space, with high impact screens planted into the mounds.

With weekly events and parties in collaboration with Vice, the space is designed to be multi-functional and interactive – an arc of monolithic mirror beams emerge to create a ‘selfie area’ whilst a DJ booth and bespoke furniture can be repurposed for a number of uses.

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The pop-up store was designed and produced by StudioXAG and
will remain open until 26 March.

Photographs by Melvyn Vincent

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