We’ve awarded Woolrich the Best Big Chill award in this year’s Wallpaper* Design Awards (W*227). The American outerwear brand’s new 700 sq m flagship store on Milan’s Corso Venezia features an immersive Extreme Weather Experience Room, where customers can try out parkas in temperatures as glacial as minus 20°C.
‘We wanted to create a sensory experience that helps convey the Woolrich story,’ says the label’s creative director Andrea Canè. In 1972, the brand invented the Arctic Parka to protect Alaskan pipeline workers from sub-zero weather. The 14 sq m ‘freezer’, designed with Japanese studio Wonderwall, features walls made from temperature-maintaining four-fold glass. Each night, an internal cooling cycle produces a fresh layer of artificial snow. This frosty feature is enhanced with 360-degree film footage of chilly climes, such as Alaska’s Colony Glacier and Flattop Mountain. Nice ice, baby.
A version of this article originally featured in the February 2018 issue of Wallpaper* (W*227)
American outerwear brand Woolrich has opened a new 700 sq m flagship store on Milan's Corso Venezia
The 'Lounge Area' boasts a museum display narrating Woolrich’s history
The space was designed by Japanese studio Wonderwall, under the guidance of Masamichi Katayama
INFORMATION
For more information, visit the Woolrich website
ADDRESS
Woolrich
3 Corso Venezia
20121 Milan
-
Fluid workspaces: is the era of prescriptive office design over?We discuss evolving workspaces and track the shape-shifting interiors of the 21st century. If options are what we’re after in office design, it looks like we’ve got them
-
This collection of slow furniture is a powerful ode to timeA serene exhibition of David Dolcini's 'Time-made' collection has fast-tracked its place into our hearts and homes
-
Is the Pragma P1 the most sustainable watch yet?Geneva-based brand Pragma combines industrial design with real sustainable credentials
-
Woolrich's outerwear equips hikers for the Appalachian TrailTake a hike! The American label's retro-hued parkas, jackets and pullovers will ensure you'll weather any terrain
-
Highlights from Pitti Uomo 97 in FlorenceWe round up the standout moments from A/W 2020's menswear extravaganza in Florence, including runway shows by Pitti Uomo guest designers Jil Sander, Telfar and Random Identities
-
Woolrich and Griffin on its sustainable outerwear collection -
The highlights from Pitti Uomo 94 in FlorenceRain was omnipresent at Pitti Uomo 94. The outerwear brand Herno celebrated its 70th year with a vast exhibition that began with an installation of a single drop of rain; MCM showed ready-to-wear and accessories in Florence for the first time in a dynamic runway presentation that featured a tropical storm. The red and blue carpeted catwalk at Paul Surridge’s debut Roberto Cavalli Menswear show was absolutely sodden, which added an eccentric mood to the otherwise fine, fresh clothes. After all, what’s summer without the threat of a downpour? Elsewhere, the classic brands who have built their heritage on modish, Made in Italy élan are having conversations about what they can learn from the advance of streetwear: it’s time for a rethink they say.
-
Take a hike: outerwear specialist Woolrich is making great new strides
