Interpreting the vast desert scenery from Italian brand Napapijri’s ‘Out of Nowhere’ campaign, StudioXAG designed and produced an exclusive pop-up space to launch the premium outerwear brand in the UK. Located in Shoreditch; their first UK physical space brings the campaign to life and creates a strong impression on a new market. Shot amid a barren landscape, the campaign rejects borders in favour of geographical ambiguity, propelled by Theresa May’s infamous statement “If you believe you are a citizen of the world, you are a citizen of nowhere”. As a homage to independent London; Napapijri collaborated with Vice to host a unique programme of events within the space, inviting a selection of London-based publications to curate workshops and parties embodying the brand’s “future-positive” mentality. Redefining the traditional corner shop; a fluorescent orange façade with a rebellious giant logo proudly disrupts the high street. Huge banners cover the upper floors of the building, while exposed light boxes embrace the imperfection of the original architecture. In-store, the campaign is realised to create a unified holistic experience. The walls are wrapped entirely in graphics simulating the arid landscape, offset with bold neon signage. Hand-sculpted earth-like terrain lines the perimeter of the space, with high impact screens planted into the mounds. At the back of the space, an arc of monolithic mirror beams functions both as an immersive shareable moment and a performance area