Woolrich unveils in Milan its first experiential megastore
Woolrich has shifted to a higher gear by opening its first flagship store, featuring both a full immersion into all the label's collections and a unique shopping experience. The oldest of the US outdoor brands invested nearly €1.5 million for the 700 m2 flagship located in the heart of Milan, at Corso Venezia 3.
The store's bright, roomy interiors take customers on an experiential journey, making them gradually discover the Woolrich world. The entrance reflects the hustle and bustle of the city, and showcases the brand's urban collections, while a winter garden and the complete outdoor range await at the end of the route.
The interior design is by Japanese architect Masamichi Katayama, founder of the Wonderwall agency, in collaboration with the Creative Director of Woolrich International, Andrea Cané. They devised minimalist interiors strewn with giant screens, in which soft hues and basic materials like wood, glass and steel predominate.
The entrance welcomes customers in a lounge bar area, where they can browse through magazines, surf the web or recharge their devices at leisure, and enjoy an espresso of course. Next to it, the store's museum area, exhibiting many of the brand's signature items, including the famous red-and-black Buffalo checked shirt.
Inside the store, there is also a customisation atelier, where an expert is available to make alterations or to decorate and personalise items. Another surprise is the Ice Room, where customers can experience first-hand the comfort and protection offered by the Woolrich parkas at -20º C temperatures!
The customer's journey through the store ends in a stunning winter garden, managed by the Green Fingers organisation of Japanese florist Satoshi Kawamoto. "We will regularly introduce new installations and launch collaborations specific to the store," said Andrea Cané. Woolrich's Milan flagship already offers a plethora of co-branded accessories and exclusive items.
As for the Woolrich apparel collections, they are on display in an enfilade of rooms with white parquet flooring: the outdoor range, the men's, women's and children's urban range, the latter within a dedicated area, the accessories and the famous Woolrich woollen blankets, still manufactured at the brand's long-established Pennsylvania factory.
"The store will of course be fully integrated with our online promotions and services. It must change its look constantly, and come alive especially through events. It is our calling card," said Andrea Cané. Woolrich plans to open another four international megastores like the Milanese one, in New York, London, Tokyo and Paris.
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