Woolrich has a new take on chilling out. 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. ∂BEST
BIG CHILL
Extreme Weather Experience Room, Milan, by Woolrich
PHOTOGRAPHY: ALESSANDRO FURCHINO CAPRIA FASHION: JASON HUGHES WRITER: LAURA HAWKINSW* Awards