StudioXAG have designed and produced the ‘Peachy Clean Lavanderia’ at Napapijri’s Carnaby Street flagship, capturing the spirit of an old school launderette given a playful, nineties twist to spotlight their latest Tribe collection.


In the windows, the collection is displayed suspended on a clothing line, accompanied by an industrial style washing machine displaying a spinning Napapijri logo alongside clothing caddies finished in the brand’s synonymous orange hue.

The story continues in store, where customers are offered a choice of unique photo opportunities within the activation zone. Take a spin on a couple of customised washing machines, pose next to a lit neon peach sign, or amongst retro TVs complete with branded washing supplies.

The StudioXAG design team created a bespoke graphic language and set of social media assets for the launch. A plethora of R&B influenced stickers reinforce the tongue-in-cheek message, flyposted across the windows and walls of the store takeover, including slogans such as ‘I don’t want no suds’ and ‘So fresh, so clean’. Stickers are available to take away, allowing customers to recreate the launderette aesthetic at home.