Woolrich, the American outdoor brand, has opened a new flagship store in the SoHo neighborhood of New York City. Designed by the architect Andrea Caputo, and located at 121 Wooster Street, the store measures 4,000 square feet and its layout is modular. The variety of possible configurations makes it suitable for installations and community events as well as the display of apparel collections. It has a ceiling made of wood planks, raw-bark detailing and accents in leather. A plant artist has added something that has been described as “living greenery arrangements” to the aesthetic. To serve the customers, the store has a café, run in collaboration with the Ground Support Café of SoHo, an area for the customization of apparel, and an in-store museum to detail the brand's history. It also has a snow room where customers can try on outerwear at low temperatures and in simulated snow storms. Woolrich set up its first snow room in 2017 at its Milan flagship store. This new one again uses a snow-making system produced by the Italian firm TechnoAlpin. Founded in 1830, the American brand operates 32 stores in a several parts of the world, notably Boston, Toronto, London, Milan and Tokyo. As we previously reported, a Luxembourg-based equity firm bought a majority stake in the business one year ago from the Rich family, which founded the Woolrich brand, and WP Lavori in Corso, the brand's long-time Italian-based licensee and distributor that had become the majority shareholder in 2016. Goldwin still retains a minority stake in the company.