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.