Napapijri opens Shoreditch pop-up

Premium outerwear brand Napapijri has launched a pop-up store in London’s Shoreditch with a programme of events and workshops as part of its SS18 ‘Out of Nowhere’ campaign.

Created by London-based creative agency Virtue and shot in the barren landscape of the Sierra Nevada desert in South East Spain, the campaign emphasises Napapijri’s origins as an adventure brand for explorers.

The expansive backdrop and youthful cast defies trends and style movements, with the slogan ‘Out of Nowhere’ conceived to reject the idea of set boundaries and limits in favour of geographical ambiguity and a global citizen expression.

This attitude has been translated into the pop-up store which has opened on Shoreditch High Street. The space will host a programme of events in collaboration with independent London-based titles including Noisey, Polyester, BRICK, Intern, HUCK and Little White Lies.

Each week, the pop-up will see another partner taking over the space to host a variety of visual and sonic learning experiences which embody Napapijri’s future positive mentality.

The pop-up will remain open until 26 March.

Napapijri opens Shoreditch pop-up

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