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In 2023, Napapijri embarked on a strategic initiative to elevate its brand perception and refine its product positioning, following a shift in both brand management and creative direction. This pivotal move aligns with the brand's broader ambition to evolve into a more contemporary, urban-facing identity, while preserving its rich heritage in premium outerwear.
To support this evolution, Napapijri partnered with Domani Studio for the launch of its capsule collection across Europe’s most prestigious department stores, with a key focus on Flannels, London. This retail activation built upon the concept previously realized at Galeries Lafayette in Paris but adapted to a much larger and more dynamic space.
The objective was clear: to create a distinctive and cohesive visual language that not only showcases the revamped collection but also reinforces the brand's refined, modern aesthetic.
To support this evolution, Napapijri partnered with Domani Studio for the launch of its capsule collection across Europe’s most prestigious department stores, with a key focus on Flannels, London. This retail activation built upon the concept previously realized at Galeries Lafayette in Paris but adapted to a much larger and more dynamic space.
The objective was clear: to create a distinctive and cohesive visual language that not only showcases the revamped collection but also reinforces the brand's refined, modern aesthetic.
Domani Studio crafted a highly conceptual design that integrates organic, fluid shapes derived from the iconic Napapijri logo.
These shapes function both as an innovative display rack for hanging garments and a versatile shelf for folded pieces.
The modular components of the design can be combined or used separately, allowing for flexibility across diverse retail environments while maintaining a consistent visual identity.
A key design feature is the juxtaposition of metallic elements with contrasting wooden materials, reflecting the brand's heritage of outdoor exploration.
The warm, natural wood evokes the mountain chalets where the collection was originally conceived, while the sleek, metallic forms inject a contemporary, urban sensibility—perfectly embodying the brand’s new direction.
The decision to debut the collection at Flannels, a luxury department store known for its curated, high-end retail experience, further underscores Napapijri’s commitment to elevating its brand presence. The immersive retail experience serves not only as a showcase for the product but also as a tangible expression of the brand's evolving identity.
Through this strategic collaboration and innovative design, Napapijri successfully bridges its outdoor legacy with a more urban, sophisticated narrative—positioning itself at the intersection of heritage and contemporary luxury.
A key design feature is the juxtaposition of metallic elements with contrasting wooden materials, reflecting the brand's heritage of outdoor exploration.
The warm, natural wood evokes the mountain chalets where the collection was originally conceived, while the sleek, metallic forms inject a contemporary, urban sensibility—perfectly embodying the brand’s new direction.
The decision to debut the collection at Flannels, a luxury department store known for its curated, high-end retail experience, further underscores Napapijri’s commitment to elevating its brand presence. The immersive retail experience serves not only as a showcase for the product but also as a tangible expression of the brand's evolving identity.
Through this strategic collaboration and innovative design, Napapijri successfully bridges its outdoor legacy with a more urban, sophisticated narrative—positioning itself at the intersection of heritage and contemporary luxury.