Napapijri Paris Store by Vudafieri-Saverino Partners

In the heart of Paris, along Rue Étienne Marcel, the new Napapijri store marks the beginning of an evolutionary phase for the brand’s retail identity. Designed by the Milan-based studio Vudafieri-Saverino Partners in collaboration with Superspatial, the project interprets the brand’s imagery through an architectural language capable of translating into space the tension between urban energy and outdoor spirit. The Paris store thus becomes the first prototype of a new format set to redefine the brand’s global retail experience.

At the core of the concept lies a spatial system structured through narrative layers. The project organizes the experience around three architectural devices – Urban Shell, Open Archive, and Shelter Room – which transform the store into a three-dimensional narrative of the Napapijri identity.

The Urban Shell forms the material and urban matrix of the project: an architectural envelope that engages with the city and reflects its vitality. Textured concrete, galvanized metal, raw wood, and natural stone define a material landscape where industrial and natural elements coexist in balance. The exposed concrete ceiling and the basalt-grey flooring, directly evoking metropolitan asphalt, reinforce the urban character of the space.

At the center of the store lies the Open Archive, the narrative device that makes the brand’s history visible. A large metal shelving system hosts iconic garments, archival objects, and historical materials, transforming the brand’s memory into a display element. More than a simple showcase, the archive becomes a dynamic structure that connects past and present, building continuity between heritage and experimentation. This system of signs is reinforced by the presence of Pantone Napa orange, the brand’s signature color.

The spatial sequence concludes with the Shelter Room, the most flexible and experimental area of the concept. Designed as a transformable space, it hosts events, performances, exhibitions, and temporary installations. Here, the project introduces a hybrid dimension where digital elements interact with the physicality of materials, and where retail opens up to new forms of engagement with the community.

The project stems from a process the architects define as story listening: an in-depth exploration of the brand’s identity aimed at translating its values into architecture.

For more information, visit www.vudafierisaverino.it