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. Developed in collaboration with Superspatial studio, the concept debuts in the Parisian flagship on Rue Étienne Marcel. The project embraces an immersive and story-driven approach to retail.
Vudafieri-Saverino Partners redefine Napapijri’s retail experience by translating the brand’s dual identity—urban energy and outdoor spirit—into an architectural narrative articulated through three conceptual layers. These layers are designed to shape a fluid, dynamic experience aimed at welcoming, engaging, and connecting Napapijri’s international community.
The project begins with the Urban Shell, which acts as an architectural framework that captures the city’s vibrancy and opens toward it. This industrial-inspired framework uses authentic materials such as texturized concrete panels, galvanized metal, and rough timber, softened by natural stone and warm tones. The store’s metropolitan character is emphasized by the concrete ceiling and basalt grey flooring, which evoke urban asphalt.
At the heart of the design is the Open Archive, a large metal bookcase that houses archival objects, historical materials, and iconic garments. This installation functions as an open diary of Napapijri’s past and future. Every detail, including 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. This transformable, hybrid environment, where materials and technology converge, showcases immersive installations and exclusive collections. It is designed to foster interaction and experimentation, reflecting the brand’s cultural openness.
The Rue Étienne Marcel store spans 250 sqm. As Tiziano Vudafieri and Claudio Saverino explain, the project stems from “story listening,” translating Napapijri’s strong and recognizable identity into an impactful architectural language. The store marks the first step in an evolving journey that will redefine the brand’s global retail experience.
