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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 magazines, surf the web or recharge their devices while enjoying an espresso. Nearby is a museum area, exhibiting many of the brand’s signature items, including woollen blankets and the iconic red-and-black Buffalo checked shirt. There is also a customisation atelier, where clothes can be altered or personalised. Finally, there is a winter garden, maintained by Japanese florist Satoshi Kawamoto.

According to Andrea Cané, Creative Director of Woolrich International, “The store will of course be fully integrated with our online promotions and services. It must change its look constantly, and come alive especially through events. It is our calling card.” Woolrich invested nearly EUR 1.5 million in the 700 square meter store, and is planning to open similar flagship stores in New York, London, Tokyo and Paris. We have seen other experiential retail spaces recently, including an interactive retail space and a store that combines technology with luxury shopping, but this is the first one with a room that offers freezing conditions. What other types of experiences might stores offer shoppers?