Circular and 100% recyclable, Napapijri’s Infinity jacket is the first of its kind, manufactured from former waste including plastics and fishing nets, treated and repurposed for a second life and beyond. StudioXAG produced an impactful exhibition in 18montrose Kings Cross, a 500m² space where media, stockists and influencers learn, explore and take a first look at the sustainable innovation behind the new recyclable jacket. In keeping with the sustainable message, we produced the exhibition with as low an impact as possible, using overwhelmingly recyclable materials including cardboard and paper. Suspended strips of nylon formed an expansive, interactive storytelling installation encouraging users to touch the material and uncover the manufacturing process behind Infinity. These recycled strips were sent back to the manufacturers post-event to be transformed into new Infinity jackets, reflecting the circular nature of the initiative. In the central hall, the Infinity jacket took centre stage, encased in a two-way mirrored glass tank in the heart of 18montrose, dramatically hidden and revealed with sequential spot-lighting. A compelling reveal moment at the exhibition, where visitors took an exclusive first look at the product before the public. Experiential rooms provided an infinite reflections, encouraging visitors to playfully take selfies in the infinity mirror whilst delving into the theme of infinity. A learning booth housing thought-provoking film and animation enabled guests to understand Napapijri’s journey of circular innovation. A sustainable approach was considered in every aspect of production including the finishing touches, bespoke zero waste canapés and cocktails by innovative mixologist Mr Lyan.