The Napapijri® brand recently opened its latest retail store in Florence, Italy, marking the store's launch with an exclusive presentation of its Spring/Summer 2011 collection and a poetry breakfast.

Located near the bustling Piazza della Signoria, the two-floor store is the first to feature the brand's new store concept. The concept seeks to create an intimate atmosphere in which each element has its own place, generating a warm and inviting environment for visitors. The store features men's, women's, children's and accessories collections arranged among walls decorated with black and white photographs. Details such as books on travel, landscape and design topics and hand-painted canvases depicting the Norwegian flag - one of the brand's signature elements - highlight the Napapijri® identity, while trellises made of simple tree branches create plays of light and shade. 

During the annual Pitti Immagine fashion show, the Napapijri® brand welcomed visitors to the store with an event that included a special presentation of its Spring/Summer 2011 collection. With travel as its inspiration, the collection incorporates lightweight fabrics like gauze and linen, floral patterns and dyed cotton T-shirts.

The event also featured a poetry breakfast that highlighted "Parole Note," a Universal Music and Fondazione Umberto Veronesi recording project in which a number of prominent Italian actors are participating. Actor Gian Marco Toganzzi presented some of the monologues and poems featured in "Parole Note," and the Napapijri® brand distributed copies of the recording to event guests.