PITTI UOMO
FLORENCE

Heritage outerwear brand Woolrich approached JMS, in collaboration with architecture firm Rigos Projects, to help spearhead a global rebrand of their retail environments. Having worked with Woolrich’s new creative director, Todd Snyder, for over a decade, we instinctively understood the visual language and reference points he brought to the table.

Our first assignment was far from a typical store — a stand-alone building at the center of Pitti Uomo, the holy grail of men’s fashion week in Florence. More than a retail space, it became a brand statement: an exploration of “soft brutalism,” balancing raw architectural forms with tactile warmth. This design language would become the foundation for the next phase of the project — the global store design.