Napapijri’s Shoreditch pop-up becomes permanent store

By

Barbara Santamaria

Published
Jul 2, 2018

Premium outwear brand Napapijri has transformed a pop-up shop in London’s trendy Shoreditch area into its first permanent UK store.

Located at The Ace Corner Shop at 149 Shoreditch High Street, the pop-up was launched in February to showcase the brand’s Spring Summer 2018 collection ‘Out of Nowhere’.

The pop-up was due to run until the end of March, however the space has been fitted with new components to create a permanent location.

Inspired by the brand’s Rainforest jacket, the store has been given a tropical makeover with a central garden space, a multitude of plants and atmospheric lighting. The walls are covered in mirror chrome to reflect the foliage, and there are seating areas for a longer visit.

Outside, a large scale graffiti daubed across the store’s shopfront reads ‘Tribe’, identifying the brand’s fans as a tribe of urban explorers.

With its logo featured on the majority of its designs, Napapijri has become a cult brand among young, streetwear focused consumers. The brand was founded in 1987 in Italy and is owned by American retail group VF Corporation, which also owns The North Face, Wrangler and Kipling.

In total, Napapijri has more than 165 retail stores worldwide.