Napapijri, the better sportswear brand that is now part of VF Corp., has opened a new store in Verona, Italy.

The 135-sq.-meter boutique, located at via Cappello 41, is a stone’s throw from Casa di Giulietta (Juliet’s House), made famous by Shakespeare. Its four windows showcase the world of Napapijri: Man, Woman, Accessories, Flagged by Napapijri and 66° 33’ by Yoshinori Ono.

On two levels, this new point of sale is fitted with telescopic, highly flexible modular structures making it possible to re-invent the store’s display space and create new layouts upon will.

The combination of crystal glass and wood also makes the store unique. Another feature is a photo gallery, on the way up to the upper floor, that illustrates aspects of the Napapijri philosophy.

Napapijri, whose name means the Arctic polar circle in Finnish and whose roots are firmly planted in polar expeditions in the Great North, was founded in the early ’90s. Today it currently operates 74 single brand stores, including 10 directly-managed stores in Milan, Paris, Tokyo, Saint Tropez, Munich, Berlin, Madrid, Antwerp, Lugano and Chamonix, and 64 partnership stores. It also has about 2,500 multibrand points of sale.

—Maria Cristina Pavarini