On the opening day of Milan Men's Fashion Week, Wooldrich inaugurated their first Milan flagship concept store. 

To celebrate the stores opening, Woolrich hosted a private cocktail event that featured a live DJ set by François Pochez.

Designed by Japnese studio Wonderfull under the guidance of Masamichi Katayama, the store's interactive concept is comprised of several key areas. There is a dedicated space for customisation, a green area curated by Green Fingers, and an Extreme Weather Experience Room. 

Each area within the store offers an innovative experience to fully engage consumers in-store. 

Take a look at the store below, and head down to Corso Venezia 3 in Milan to experience it for yourself. 

All Images via Woolrich