Napapijri unveils a new chapter in its spatial and brand narrative with an innovative retail concept designed by Milan-based architecture studio Vudafieri – Saverino Partners, embracing an immersive and story-driven approach to retail. Developed in collaboration with Superspatial studio, the concept debuts in the Parisian flagship on Rue Étienne Marcel, translating the brand’s dual identity – urban energy and outdoor spirit – into an architectural narrative articulated through three layers:
– the Urban Shell: a vibrant, industrial-inspired framework
– the Open Archive: a curated installation showcasing Napapijri’s heritage and future through iconic objects and storytelling elements.
– the Shelter Room: an experiential space for transformation and creativity.
All together these layers shape a fluid, dynamic experience designed to welcome, engage, and connect Napapijri’s international community.
A tactile dialogue between urban landscapes and natural elements
The project begins with the Urban Shell – an architectural framework that opens toward the city and captures its vibrancy with texturized concrete panels, galvanized metal, and rough timber softened by natural stone and warm tones. The concrete ceiling and basalt grey flooring – evoking urban asphalt – emphasize the store’s metropolitan character while providing a sense of solidity and welcome. The result is an urban landscape designed to be explored.
At the heart of the project is the Open Archive, a large metal bookcase that houses archival objects, historical materials, and iconic garments, acting as an open diary of Napapijri’s past and future. Every detail – from the finishes to the use of Pantone Napa Orange, a visual hallmark of the brand – contributes to creating a recognizable system of signs that makes the brand’s history and research tangible.
The Shelter Room represents the most experimental and interactive part of the concept: a transformable space showcasing immersive installations and exclusive collections. This hybrid environment—where materials and technology converge—is designed to foster interaction and experimentation, reflecting the brand’s cultural openness.
From Vision to Space
As Tiziano Vudafieri and Claudio Saverino explain: “This project stems from what we call story listening. The concept translates Napapijri’s strong and recognisable identity into an architectural language capable of conveying its urban energy and outdoor vocation. We have therefore created a landscape in which every element – material, colour, light – is part of an experiential narrative aimed at curious, adventurous, unconventional people.”
The Rue Étienne Marcel store in Paris marks the first step in an evolving journey that will redefine the brand’s global retail experience, offering an immersive retail experience that reflects the brand’s evolving identity.
