New store features cold room for trying out arctic gear

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American outerwear brand Woolrich has recently opened a new flagship store in Milan with a twist – customers can try on Woolrich’s popular outwear in freezing conditions. The store features an Extreme Weather Condition Room with freezing temperatures, artificial snow and immersive footage of cold locations. The room was designed by the Japanese design studio Wonderwall, and reaches temperatures of -20º C. In addition to the cold room, Woolrich’s store has a host of other amenities that are designed to appeal to the recent trend of experiential shopping. The entrance includes a lounge bar area, where customers can browse through…

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