StudioXAG has designed, produced and installed an exclusive event at 18montrose, Kings Cross to launch Napapijri’s innovative Infinity jacket.
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.
In partnership with Given London and PR agency Present, StudioXAG produced an impactful, brand-immersive event in a 500m² space where media, stockists and influencers learn, explore and take a first look at the sustainable innovation behind the new recyclable jacket.
Established in 1987, Napapijri is rooted in outdoor apparel. The brand thrives at the intersection of design, sustainability and innovation. The Infinity jacket continues this narrative, embodying Napapijri’s pioneering mindset.
In keeping with the sustainable message, StudioXAG produced the event with low-impact materials including cardboard and paper.
Suspended strips of Econyl® (regenerated nylon) formed an expansive, interactive storytelling installation encouraging users to touch the material and uncover the manufacturing process behind Infinity.
Stories of past use including fabric scraps, fishing nets and carpet tiles simultaneously invited visitors to place the strips of recycled nylon in an Infinity jacket shaped depository, revealing the integral campaign message – Recycled. Reimagined. Reborn, over the course of the event.
Experiential rooms provided an infinite spectrum of colour, light and reflection 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 the design philosophy, journey of circular innovation and the partnership between Napapijri and Econyl® .
The infinity journey culminated in the central hall where the Infinity jacket took centre stage. Surrounded by engaging campaign videos, Infinity was encased in a large, two-way mirrored glass tank in the heart of 18montrose, dramatically hidden and revealed with sequential, integrated spot-lighting – a compelling reveal moment at the launch event, where visitors took an exclusive first look at the product before the general public.
The finishing touches to this event included bespoke zero waste canapes and cocktails. A sustainable approach was considered in every aspect of the organizing and production of the Infinity launch event.
Beyond 18 Montrose, StudioXAG has played a key part in the launch of Infinity, designing, fabricating and installing for Napapijri’s accompanying window schemes for key city stores across Europe, and also launching the Infinity at Napapijri’s pop-up in Kings Cross.
Photography by Daniel Hamshire & Luke Dyson.
