Woolrich bring the Outdoors Indoors in Manhattan
Bringing the outdoors indoors is the professed aim of the Woolrich flagship in New York’s SoHo. The American outerwear brand’s newly opened 4,000 sq ft store on Wooster Street has all of the hallmarks of its Downtown location with high ceilings, cast iron pillars and a glazed shopfront with mouldings around the windows.
And in terms of meeting its design ambition, the interior has a timber floor and wooden planked ceiling and a fair amount of greenery around the modular perimeter units. There is also the ‘Snow Room’, a place that can be chilled down to -20C, if required, in order that shoppers can see for themselves how the pieces of merchandise on display perform in unusually cold conditions.
The store joins a pretty crowded field in this part of Manhattan, but it seems fair to comment that the combination of a good-looking retail environment and a sensitivity to the existing architecture should mean that this one gets its fair share of the action.