North Sails: North Sails is an international sailmaker with operations in 29 countries. The company designs, engineers and manufactures sails for racing and cruising Licensees manufacture clothing and windsurfing sails.

North Sails: DNA of the brand

SeaTravel

Passion of a lifetimeAdventureChallengeInnovation

Dream Competition

Nylon Ocean Blue

Teflon

North Sails: DNA of the brand

North Sails: lines

Iconic technical line inspired by the “Tigers”

Casual line, inspired by the current trends

Casual line, focused on womenswear

Casual line, focused on kidswear

Pitti Uomo 2015: the booth at the fair

North Sails presented for there-launch of the brand a particular booth in Pitti Uomo 2015.

Based on very emotional and scenographic features.

It was one of the biggest booth in all the fair.

Pitti Uomo 2015: the booth concept

The concept is based on the feelings of a true sea lover. You are surrounded by a mix of different strong sensations. Is like if you have found a secret place under the sea, where everything is out of time.

Pitti Uomo 2015: the booth external part

The booth were placed in Magazzino 07. The huge external structure and the good spot where it was placed, has create the perfect highlight for the booth. The structure was made by metal tubes and letters made by alluminio in grey color. Only the words “North Sails” were coloured in blue.

Pitti Uomo 2015: the booth internal part, the centerThe internal of the booth was divided in three parts. The central one was the most astonishing. There was nothing inside, only fog.

The empty space was full of sensations for the guests, and without any doubt the first one was a breathtaking sense of void, in which only two big neon letters - “NS”, North Sails - could be a landmark.

Pitti Uomo 2015: the booth internal part, the left sideThe left part was open and wide.There were displayed the most part of the collection, using metal bars to hanging up the different garments. A small closet, was placed at the end of the long side aisle.

Pitti Uomo 2015: the booth internal part, the right side

On the other side of the hall there were four different metal structures.Each one with an abstract shape and design.The garments were gently placed upon the difference compositions.

Pitti Uomo 2015: multisensorial aspects

One of the most interesting aspects was the multi-sensoriality of the booth, that can be describe in many ways.One was the chance of touch and feel under the fingers, the different technical materials of the garments.

Pitti Uomo 2015: the light

A warm light was pointed directly on the products, creating focussed spotlights.Except for few spots, the rest of the ambient was completely in the dark.

Pitti Uomo 2015: the mist

In the central part was visible only a layer of mist that was covered the floor. It was gently blow in to all the corners of the space, leaving a sense of overwhelming air.

Pitti Uomo 2015: digital devices

10 screens were placed on the side walls.They were tall and narrow, constantly in loop, were projecting images of the sea, of a life on a sailing boat and the night sky full of stars.

Pitti Uomo 2015: the sound

The sounds were intense: a passionate mix of sea sounds and crystalline music. Played in a loop inside the space and outside of the booth.

Pitti Uomo 2015: event for the relaunchOn 14th of January, North Sails held a press event and a cocktail partyfrom 3pm inside Pitti Uomo fair. All the details were matching the general concept of the booth.

Pitti Uomo 2015: event in the store

North Sails boot: positive aspects

• Enchanting and involve atmosphere.

• Good use of the spaces for the display.

• Good use of the light that wasn’t weak or to strong.

• The space was comfortable and wide enough for a good flow of the guests.

• Good attention in to the multi-sensorial aspects.

North Sails boot: negative aspects

• Ruined garments

• No information materials for the guests.

• An excessive use of the fog.

• No personal available for give informations.

North Sails boot: improvements

• More information materials and personal in charge of the communication.

• Better display of the left side of the aisle: with the rising of the mist and the simple disposition,the garnments where not hightlight in a proper and efficient way → risk: not clear and boring display.

Prof. Alberto CampagnoloTrade Fairs and show management

IED - Fashion Events and Public Relation2014/2015

NORTH SAILSThe true essence of the sea

Lucia De Vincentiis