Woolrich Opens Experiential Milan Flagship

Woolrich Opens Experiential Milan Flagship

Milan fashion week just got a little bit chillier.

Milan fashion week just got a little bit chillier.

Text: MATHIAS ROSENZWEIG

Last night, Milan Fashion Week attendees kicked off the festivities by visiting Woolrich’s new flagship store, a massive addition to the legacy US outdoor brand. Located at Corso Venezia 3, the innovative space comes in at 7,500 square feet and is rather experiential in nature; the front of the store displays some of the brand's more modern and urban feeling pieces, reflecting its proximity to the hustle and bustle of Milan’s streets just outside. In contrast, once guests reach the back, one finds an abundance of overflowing fauna in a wintry garden. 

While hundreds of attendees flooded the store last night to enjoy champagne and custom Woolrich burgers, the space is sure to be lively on a day-to-day basis. Beyond selling clothes, the new location will also serve as a lounge for guests, where they can grab a coffee or sit comfortably in the midst of shopping or perusing Milan’s streets. It also features a mini “museum,” if you will, that allows shoppers to take a stroll down memory lane and visit Woolrich’s signature pieces. Some items date all the way back to the 1930's. Classics like Woolrich blankets, still made at the brand’s factory in Pennsylvania, are of course for sale. 

The new Woolrich flagship store was designed by Japanese architect Masamichi Katayama alongside Andrea Cané, the brand’s Creative Director. Supposedly, they plan on opening three more flagship stores internationally in the near future. See photos from the Milan flagship opening below.

Credits: Images courtesy of Woolrich.

UP NEXT

Ermenegildo Zegna Gets Sleek and Snowy for FW18 Show