Snow in the city, without the inconvenience it can cause but only to enjoy its beauty and magic. It happens in Florence, on the occasion of the 97^th edition of Pitti Uomo. "La Dogana" is transformed, in fact, into a magical winter paradise. The experience begins in a corridor with dim lights that guides visitors into the Woolrich Forest, the perfect opportunity to present the exclusive collection of outerwear, the Arctic Parka Capsule. The bare trees and dancing snowflakes recall the winter landscapes of Pennsylvania, where the brand was founded 190 years ago. Mirrored walls extend the space to infinity, offering an outdoor experience amplified by the sounds of nature. Among the snow-covered trees stand three mirrored houses. A last passage leads to the secret room, usable only from above for a last experience of strong emotional impact.

Woolrich had already stunned the press and visitors of Pitti Uomo in 2019 with TechnoAlpin’s innovative “Snow Room”, an environment that can reach a temperature of -10°C and real snow all over the room, now adopted by default at the flagship stores in Milan, Rome, and New York. 

The whole area is covered with real snow, despite the high temperatures. TechnoAlpin has installed a SnowFactory, the snow generator designed for warm temperatures, which offers the possibility to produce snow from only water without any additives 24 hours a day, regardless of the external conditions or the water temperature on site, without having to cool the location and guaranteeing a compact and very resistant snow layer. A real innovation conceived not only for a safer scheduling of the ski season but also for events or expositions that can go well beyond the imagination. The secret is to produce high volumes of snow in a short time, that way the snow melting very slowly. Covering the indoor area of about 250m² took about 24hours. 

Images: courtesy of Woolrich