Showroom
MILAN
The Woolrich Milan showroom, housed in a soaring industrial warehouse, had not been touched in years. We saw an opportunity to transform every inch of the space into both a functional showcase and a design laboratory — a testing ground for ideas that would later inform the brand’s global retail rollout.
Rather than dividing the expansive floor plan with walls, we created a series of fluid “zones” defined by adaptable midfloor fixtures and adjustable shelving and hanging systems. This flexibility meant the showroom could shift effortlessly with each collection, maintaining a sense of openness while offering clear areas of focus.
It was also where we refined the material language of the rebrand: the cool solidity of concrete juxtaposed with the warmth of wood, accented by polished chrome (later evolving into brushed stainless steel for a softer edge). Vintage furniture from the 1970s and ’80s was strategically placed to “throw off” the space’s rigor, adding an unexpected human touch to the industrial frame.
The result was a space that functioned not only as a showroom but as an ever-evolving prototype for Woolrich’s next chapter in retail design.
