The apparel brand Woolrich has opened a flagship store in Milan that's taking the concept of try before you buy to entirely new level with the implementation of an 'Extreme Weather Condition Room.'
Inside of the room, brave shoppers can immerse themselves in freezing temperatures while surrounded by large video screens playing footage from cold climates, like Alaska’s Colony Glacier and Flattop Mountain. The room was designed by Wonderwall studio, and even features a unique cooling cycle that creates artificial snow. The room itself reaches frigid temperatures of negative 20 degrees, creating a sensory and engaging opportunity for the shopper.
With this level of transparency, consumers can be assured that they're investing their money in a high-quality garment.
Freezing Parka-Testing Rooms
Woolrich's 'Extreme Weather Condition Room' is Negative 20 Degrees
Trend Themes
1. Extreme Weather Condition Rooms - Creating immersive experiences that allow consumers to try out products in extreme weather conditions to ensure product quality.
2. Video-supported Shopping - Using large video screens to provide shoppers with visual stimuli and enhance the shopping experience.
3. Artificial Snow Generation - Incorporating unique cooling cycles that produce artificial snow to further enhance the sensory experience for shoppers.
Industry Implications
1. Apparel Retail - Implementing Extreme Weather Condition Rooms in flagship stores to attract customers and increase product transparency.
2. Interior Design - Designing immersive spaces and temperature-controlled rooms that create unique shopping experiences for consumers.
3. Entertainment Technology - Developing video screens and cooling cycles that replicate extreme weather conditions, bringing a new level of engagement to consumers and enhancing the shopping experience.