Eye of the storm

Woolrich’s Global Creative Director Andrea Canè has some suprises for us in the brand’s new Milan store

Mr Katayama’s idea,’ explains Woolrich’s Global Creative Director Andrea Canè, ‘has always been to respect the DNA of the brand by modernising the use of elements from our historical mill: wood, iron and the iconic check. In this new Milano concept store, we asked him to create a trail through some physical experiences. It’s not only a point of sale, but also a place where consumers can live sensorial experiences.’ Woolrich’s new flagship store on Milan’s Corso Venezia is the place to pick up the newest, warmest Arctic parkas, mountain and Teton jackets, but also offers a template for the future of retail. As such, alongside Mr Masamichi Katayama, Canè filled his new store with a variety of interactive surprises: there’s a Lounge Area with a coffee shop and museum display guiding…

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British GQ Style (Digital) - 1 Issue, Issue 26

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