Napapijri opens permanent space following pop-up in Shoreditch

Following on from the successful Napapijri pop-up store in Shoreditch, the space has now been redesigned into a permanent retail environment by StudioXAG. The brief was to create a conceptual store for the brand's Rainforest jacket, focused around a central social garden space where customers could dwell.

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With the store space being very small in footprint, StudioXAG clad the perimeter of the store in a corrugated mirror chrome to give a sense of expanse and light that contrasts against the garden space, reflecting the foliage around the store. The walls were offset at different angles to bring interest and movement to the customer's journey through the store.

As a point of difference, the fitting room area was clad in corrugated gold chrome with a softer, tactile felt for the interior walls.

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A technology-focused heritage area was integrated into the back of the store, housing the classic Skidoo jacket behind transparent screen technology to create some interest around the rich history of the brand.

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To draw focus to the rainforest product, the team wanted to create fixtures with a minimal profile, using gridded floating rails in a warm clay red colour with accent brass detailing. Only one of each product is displayed to allow the detail of the jacket to become hero. Integrated iPads on each fixture allow customers to order their size directly from the fixture.

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Conceptual seating using plywood stacks with felt and moss green fabric cushions allows customers to use the space to work or simply relax in the garden. A working bench in the window faces out through the rebellious graffiti sprayed facia of the store, a touch which StudioXAG felt would talk to the Shoreditch customer.

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