Woolrich Offers Immersive Retail Experience in New Milan Flagship

MILAN — Woolrich is bringing the retail experience to the next level.
The outerwear specialist has opened this month its first flagship in Milan, where customers have the opportunity to experiment with the protection of the label’s jackets in extreme weather conditions.
To wit, the 7,535-square-foot unit, located in a former Prada store on central Corso Venezia, houses the Extreme Weather Experience Room, where the brand re-created an arctic environment with a temperature of -5 Fahrenheit, snow on the floor and a video installation.
Woolrich, which covered the store’s entire building with its iconic red and black Buffalo Check pattern — a look that will run until after Christmas — commissioned the design of the interiors to Japanese studio Wonderwall, directed by Masamichi Katayama. The team of architects and interior designers conceived a warm, engaging space, able to connect the outdoors and urban souls of the brand. Wool and steel are juxtaposed in a charming balance, while the space’s original concrete supporting columns were encapsulated in glass structures transforming them in decorative features.

Inside Woolrich Milan’s flagship. 
Courtesy Photo

At the entrance, a lounge area with sofas and a counter with stools welcomes customers, allowing them to sip a coffee and charge their phones. There is also a mini-museum to present the brand’s rich heritage with

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Source: Women’s Wear Daily
Woolrich Offers Immersive Retail Experience in New Milan Flagship

Woolrich Offers Immersive Retail Experience in New Milan Flagship

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