Cold Snap: At Woolrich's Milan Boutique, Chill Out In Its Extreme Weather Experience Room

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)

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Cold snap: At Woolrich's Milan boutique, chill out in its Extreme Weather Experience Room
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Hamptons Purist Issue 2 - July 2017