Napapijri: Inside a Swiss Location Shoot
For Napapijri, we developed a location-based production set inside a series of contemporary Swiss villas.
Spaces defined by clean lines, strong materials and a precise relationship between light and volume.
From the outset, the locations were not conceived as backdrops, but as active elements of the narrative. Architecture dictated pace, framing and distance. Large windows, reflective surfaces and open interiors created a visual dialogue between the body, the garment and the surrounding space.
A controlled and quiet process
The production unfolded through a balance of control and spontaneity.
Backstage moments reveal a process rooted in precision and calm, where every adjustment served the coherence of the final image rather than spectacle.
These moments are not hidden — they become part of the story, showing how atmosphere is built through attention, timing and restraint.
Campaign images: stillness and intention
The final campaign images distil this process into composed, almost suspended scenes.
Figures inhabit the space with ease, allowing architecture, materials and light to frame the narrative without distraction.
Nothing is forced. Everything feels deliberate, calm and grounded.
Ritual and atmosphere
The presence of gin acts as a subtle narrative gesture.
Not as a product focus, but as a ritual: a pause, a shared moment, a way of inhabiting space.
It introduces time into the images, reinforcing the sense of lived experience and connecting indoor culture with the broader idea of exploration.
Between indoor and outdoor culture
Throughout the shoot, the dialogue between indoor and outdoor culture remained central.
Technical garments meet architectural spaces; performance meets stillness.
The result is a visual language that feels contemporary, restrained and deeply connected to place — where environment, body and garment coexist in balance.
