After successfully designing Napapijri’s ‘Out of Nowhere’ pop-up, StudioXAG were given the opportunity to create the brand’s first UK own-buy retail space. The brief was to design a conceptual store with a strong focus on digital innovation and to drive brand awareness within the UK. Focusing on the iconic Rainforest Jacket as the hero product, an immersive rainforest space was born in the heart of Shoreditch for customers to explore. With a minimal store footprint, a myriad of corrugated mirror surrounds the perimeter, giving the perception of expanse; reflecting natural light and the abundance of foliage, allowing customers to lose themselves in the space. A gold mirror feature fitting room provides a sense of warmth to the back of the store, and through concealed doors customers are transported into a tactile, felt-clad fitting room where lighting and music can be controlled digitally. With a soft-sell focus, the cash&wrap is enclosed within the perimeter, allowing the product to become hero. To enhance the digital experience, a heritage jacket is placed behind transparent screen technology, with digital content of Napapijri’s history programmed to trigger when customers approach. iPads integrated across the store allow customers to order sizes which are seamlessly prepared in the fitting room, ready to try on.Plywood stacks form seating areas and a work bench in the window faces out through the rebellious graffiti sprayed fascia, targeting the creative Shoreditch customer