In December 1901, Sir Ernest Henry Shackleton advertised in the Times of London: “Men wanted for cold, hazardous journey. Safe return doubtful.”
More than 100 years later, Napapijri, Finnish for “Arctic Circle,” is celebrating those polar voyages with its line of expedition luggage, outerwear and sportswear. And for its first U.S. flagship, in New York’s SoHo, the store tapped into its adventurous roots, but with a dash of East Coast style.
Partnering with Italian design and architecture firm DeCarloGualla (Milan), the retailer sought a tranquil environment to offset its high-energy activewear. “When a customer walks into the store, we want her to pause and gather herself from the mayhem and frantic pace of the street,” says Michele Colonna, director of marketing and visual merchandising for Napapijri.
To achieve that, designers divided the 1830-square-foot space into four distinct areas. The first section, or “visual gallery,” is flanked by steel-accented windows that feature nature images, printed on the glass by sublimation printing. The windows change according to seasons, from a calming, wintry Aspen scene to an exotic rainforest. Merchandise in this area is sparse, gallery-like – an element Colonna believes “entices the customer, while not being overwhelming.”
Splashes of Napapijri’s signature red accent the second, more transitional space, where bags, accessories and exotic books are displayed in rectangular wall niches. A third, main gallery area houses men’s and women’s clothing.
“We wanted to create tranquility in line with our close-knit relationship with nature,” Colonna says of the fourth and final area, an indoor oasis of flora and fauna illuminated by a skylight. “The indoor garden with its luscious greens creates that connection.”
Client: Napapijri VF Intl., Milan – Michele Colonna, director, marketing and visual merchandising
Design/Architect: Studio DeCarloGualla, Milan – Jacopo De Carlo, architect; Andrea Gualla, architect; Natalia Iacopino, architect
Ceiling/Flooring: MAFI, Cavalese, Italy
Fixtures/Furniture: Fratelli Bianchi, Cantù, Italy
Wallcoverings and Materials: Vertical Vision, Rovello Porro, Italy
Photography: Michele Colonna, S. Leandro, Calif.