Real snow for Italy's biggest fashion show
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 97th 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.