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Woolrich already operates a sizeable network of boutiques across Europe, North America and Japan, but recently opened its first flagship store on home turf. Situated on Corso Venezia, a bustling thoroughfare in the heart of Milan, the store measures a whopping 700 sqm. and features a variety of settings. The Italian fashion brand’s creative director Andrea Cané collaborated with acclaimed Tokyo-based practice Wonderwall to design its interior, and this resulted in a series of spaces that combine practicality and a cool aesthetic. Upon entering the store, shoppers cross a lounge-inspired space where to sit back and relax over coffee or gawk at the collection of iconic Woolrich garments on display.

The chosen aesthetic of the Woolrich shop is predominantly defined by light colours and simple materials, such as wood, glass and metal. Furnishings comprise of wooden and steel shelves, while the building’s concrete pillars are encased in transparent glass. The cool factor jumps up a few notches when it comes to the next few store sections and services. Providing shoppers a unique experience, there’s a personalization workshop where to have special customization or decorations added to your new apparel pieces. Another features is the ice room which has temperatures of minus 20 degrees Celsius, allowing shoppers to test live the comfort and performance of a trophy winter coat.

Also on the premises of the store is a lush winter garden, managed by Japanese florist Satoshi Kawamoto. The new Woolrich flagship store obviously carries the brand’s full men’s and women’s collection, but also has a dedicated kids department. And that’s not all. there’s also a curated selection of items, sometimes co-branded, by a rotation of other brands. Currently on the shelves are New Balance, motor cycle helmets by Smith, Edie & Watson computer glasses, reversible bags with the Woolrich fabrics by Chiharu Hayashi, and Sprung leather jackets.

Design: Andrea Cané & Wonderwall
Photography: Woolrich

https://superfuture.com/supernews/milan-woolrich-store-opening

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