Napapijri, Shoreditch

Designed by: StudioXAG
For client: Napapijri Floor area: 85.00 M² Year of completion: 2018
Submitted for: Pop-Up Store of the Year

Public Score
6.85 Function
6.75 Innovation
6.85 Creativity
1806 Napapijri Shoreditch 017
© Melvyn Vincent

Thin profile gridded fixtures in an accent clay red colour hero the product, enhancing the details by displaying only one of each product. The integrated iPads provide the technology to request your size.

About the Project

After successfully designing Napapijri’s ‘Out of Nowhere’ pop-up, StudioXAG were given the opportunity to create the brand’s first UK own-buy retail space. The brief was to design a conceptual store with a strong focus on digital innovation and to drive brand awareness within the UK. Focusing on the iconic Rainforest Jacket as the hero product, an immersive rainforest space was born in the heart of Shoreditch for customers to explore. With a minimal store footprint, a myriad of corrugated mirror surrounds the perimeter, giving the perception of expanse; reflecting natural light and the abundance of foliage, allowing customers to lose themselves in the space. A gold mirror feature fitting room provides a sense of warmth to the back of the store, and through concealed doors customers are transported into a tactile, felt-clad fitting room where lighting and music can be controlled digitally. With a soft-sell focus, the cash&wrap is enclosed within the perimeter, allowing the product to become hero. To enhance the digital experience, a heritage jacket is placed behind transparent screen technology, with digital content of Napapijri’s history programmed to trigger when customers approach. iPads integrated across the store allow customers to order sizes which are seamlessly prepared in the fitting room, ready to try on.Plywood stacks form seating areas and a work bench in the window faces out through the rebellious graffiti sprayed fascia, targeting the creative Shoreditch customer

What’s unique about it

We believe that the best designs are formed from a clear creative design process but also from taking risks. Experimenting with materials in pioneering ways and inventively twisting design challenges to form solutions that enhance both the store aesthetic and the shopping experience.
The success fo the Napapijri Shoreditch pop-up speaks for itself. The store makes a bold statement, creating a stand-out immersive space utilising new technology to elevate the product and engage a new customer for the future.
Taking into consideration all of the deliverables outlined in the brief, StudioXAG designed a show-stopping experiential space, boldly cutting through the traditional landscape of retail pop-ups and successfully rooting Napapijri within the Shoreditch market.
The pop-up continues to drive high footfall, with customers returning to dwell within the space to work and relax. StudioXAG delivered a digitally enhanced store with integrated technology to create a seamless shopping experience, engaging the customer within Napapijri's rich history whilst remaining firmly focused on the future.
The store has already attracted a lot of attention from several social media influencers and retail blog channels. The fascia of the store has even been used for artwork form American Grammy award nominated artist, J.Cole for his latest single 'Tribe'.

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© Melvyn Vincent

Sculptural birch ply seating contrasts the overgrown natural feel of the garden, with stacked plywood shaped into the form of bench seating & stools. A clay red work bench with birch ply top faces out onto Shoreditch High Street through the graffiti spray

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© Melvyn Vincent

Utilising technology to enhance the customer journey, iPads are integrated into each fixture enabling customers to place size requests and alerting staff with apple watches to prepare stock ready in the fitting room for a seamless shopping experience. A c

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© Melvyn Vincent

The corrugated nature of the perimeter walls reflect not only the light, but the green foliage of the garden to give the feeling you are truly immersed within a rainforest space, nodding back to the hero Rainforest Jacket. As customers travel towards the

1806 Napapijri Shoreditch 013
© Mel

The garden space formed an abstract island that fractures thought the middle of the store, mirroring the shape in the ceiling above, creating pathways around the space. The central garden increases in width towards the back of the store to give an illusio

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