#Pitti19Woolrich at Pitti Uomo 95

Woolrich at Pitti Uomo 95

Woolrich at Pitti 95 took over the Octagonal Room with their four-tiered and fully immersive approach.The extravaganza started with the Woolrich Extreme Weather Room, a self-contained rectangular box where temperatures plummeted to -20 degrees. Pitti attendees donned Woolrich parkas from the latest collection and tested its protective qualities.

Woolrich at Pitti 95 took over the Octagonal Room with their four-tiered and fully immersive approach.

Upon approaching the Woolrich tunnel at Pitti Uomo 95, displayed on either side of the tunnel were quotes in neon lights from esteemed stylist and creative director Mel Ottenberg and Brian Phillips of creative agency Black Frame.
The end of the tunnel led you to the highly sought-after Octagonal Room which was completely transformed, largely due to a fully functional circular ice-rink. Daily shows on ice were performed by professional ice-skaters which brought together the key elements that Woolrich was inspired by: movement and cold. The graceful choreography brought the brand values to life.

Once the show was over, guests were ushered into the pared-down showroom which celebrated two special partnerships with Japanese brand Beams and British design studio, Griffin. To emphasise a shift in direction, the decision to display a less product and more creative space was deliberate.

The final chapter of the Woolrich Pitti 95 story came to a close at the exclusive Winter Garden where you could dine, drink and Andrea Canè could conduct interviews. Beautifully decorated with Woolrich Buffalo Check blankets to keep guests warm in the chilly Tuscan winter, there was also an extensive menu offering breakfast, brunch, lunch and dinner.

After all, since Pitti is an intense all-day event - we wanted to ensure that our guests were well fed in order to maintain their stamina for the glorious spectacle that is Pitti Uomo.