Futurewear, Napapijri’s F/W 2019 collection, is pioneering the future through design, sustainability and innovation. From the unprecedented lightness of the fur-and down-free Superlight jacket to the cutting-edge sustainable manufacturing of the Ze-Knit collection.
As part of Futurewear’s Innovation pillar, StudioXAG designed, produced and installed a window rollout to 12 Napapijri stores across Europe.
Designed to highlight the Ze-knit and Superlight lines, StudioXAG’s design for the Innovation window scheme takes the concept of digital landscapes, augmented reality and physical glitch and uses them to create a colourful and contrasting installation.
The backdrop of the ordered purple grid represents the digital landscape, while the metal frames and screen embody the glitch that ruptures and breaks the divide between digital and physical landscapes. Out of this glitch hyper-real orange forms spill into reality. As the colourful curvilinear figures move freely between dimensions an LED ticker displays Futurewear’s brand message.
Installed in 12 stores across Europe, including Paris, Verona and Athens, the Innovation display was given a further evolution at La Rinascente in Milan to coincide with Napapijri’s pop-up space at the historic department store.