Napapijri opens new concept store on Paris’ Rue Étienne Marcel

Napapijri returns to Paris. Last weekend, the brand bearing the Norwegian flag, blending a premium outdoor sensibility with urban style, opened a new store in the French capital. It is located at 25 rue Étienne Marcel, in the second arrondissement, in a space previously occupied by Scotch & Soda.

The store was designed by Milanese architecture studio Vudafieri-Saverino Partners (led by Tiziano Vudafieri and Claudio Saverino), in collaboration with the Superspatial studio.

In this new Parisian showcase, Napapijri unveils a contrasting aesthetic, where an industrial-inspired setting, defined by textured concrete, galvanised metal and raw wood, is elegantly softened by natural stone and warm tones. Its ‘Open Archive’, embodied by an imposing metal bookcase, is intended to bridge the brand’s heritage, inspired by the great expeditions of the 20th century, with its vision for the years ahead.

The brand, which in the past has had key stores on rue de Rennes and rue Royale, has opted for a location in a busy fashion district, a stone’s throw from the Forum des Halles, where independent retailer Shinzo has also developed a boutique offering a highly curated gorpcore aesthetic.

This new store, the second in the new format after the one in Marseille at 42 rue Francis Davso, in the first arrondissement, helps articulate the label’s identity as it stages a comeback with consumers, capitalising on the momentum of the outdoor market. In the same vein, a third boutique has just opened under the new concept in La Clusaz with a partner. The brand also intends to roll out its new approach with partners in Turkey and South Africa in the coming months.

Having had nearly fifty branded stores and around 250 stockists in France some ten years ago, the VF Corp brand has undergone an overhaul in recent seasons, under the leadership of Silvia Onofri, who left earlier this year to become managing director of Miu Miu.

Napapijri collaboration with Martine Rose, the second instalment of which was recently unveiled, reflects the brand’s desire to connect with contemporary creativity while referencing the label’s historic codes. In the same spirit, the brand presented a collection with Italian ski legend Alberto Tomba.

Valentina Visconti Prasca, a former Yoox executive, was appointed to head the brand at the beginning of the summer. Although Napapijri is not among VF Corp’s flagship labels, her ambition is to grow the label, which was created in 1987 by Giuliana Rosset and inspired by polar expeditions.