GLOBAL CONCEPT
FLAGSHIP
While developing both the Milan showroom and the Pitti Uomo installation, we continued refining the design language and materials that would define Woolrich’s next generation of stores. The flagship location became the first true expression of this vision.
We carried forward the modular fixtures proven in the showroom, making small but important adjustments to optimize function and flow. Each area of the store was conceived as a chapter in a larger narrative — revealing how the concept could unfold across different contexts and scales.
The material palette embodied a deliberate juxtaposition: raw concrete against reclaimed wood, accented by found objects and softened with living trees and plants. This interplay grounded the brand’s heritage in a tactile, human environment while reinforcing creative director Todd Snyder’s mantra: “Let nature be your muse.”
The flagship stood as both a prototype and a destination — a physical manifesto for Woolrich’s reimagined identity.
