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Napapijri unveils first new concept store

Dubai Mall location for Italian premium-wear brand

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European premium-wear and accessories brand Napapijri has launched its new future-proof concept retail space in The Dubai Mall, the brand’s first store in the city.

Central to the concept is elemental tension – a reflection of the current state of the world being in flux and made up of contradictions: old and new, urban and natural, artisanal and technical, sustainable and disposable, local and global. In store, natural elements are juxtaposed with man-made materials and raw finishes meet polished surfaces.

Napapijri is positioned as a brand for people who set out to make a difference for the future of the planet. The brand aims to become a platform to connect like-minded audiences, with its stores serving as a physical space for communities to congregate.