The heritage outerwear brand is helping visitors to see the power of its parkas by allowing for testing in a below-zero environment in their SoHo store.

If you&#39;ve been looking for an immersive experience to ring in <a href="https://www.lofficielusa.com/fashion/chanel-aspen-pop-up-store-new-ski">winter</a>, you&#39;re in luck: Woolrich, the heritage American outerwear brand that pushes the style envelope with artist collaborations and over-the-top store installations, just opened its&nbsp;first US &ldquo;Snow Room&rdquo; at its New York City flagship. The installation, conceptualized in collaboration with&nbsp;Italian company Techno Alpin, is the ultimate way to test outerwear, letting you discover&nbsp;just how cozy a&nbsp;Woolrich parka feels in a glass room replete with real snow, ice, trees, and temperatures that plummet to -20 degrees&nbsp;Celsius (-4 in Fahrenheit). Brrrr.

To add more chill factor to the SoHo space, the brand enlisted Joshua Vides to transform the&nbsp;store with his bold, black-and-white graphic <a href="https://www.lofficielusa.com/categories/art">art</a>&nbsp;in addition to his&nbsp;instantly collectible capsule of six parkas. The LA-based artist erected the Instagram-friendly Woolrich &ldquo;holiday house&rdquo; <a href="https://www.lofficielusa.com/art/arcadia-earth-art-sustainability-exhibit-2019">immersive experience</a> in less than 72 hours.&nbsp;

&ldquo;We painted it at a warehouse in Brooklyn;&nbsp;everything was pieced apart;&nbsp;imagine a Lego set,&rdquo; Vides explained. &ldquo;It happened very quickly. They wanted to bring a lot of energy to open the first snow room in the US.&rdquo;

Joshua Vides_Maggie Gyllenhaal_2.jpg

BFA_30556_4114422.jpg

19103_press_woolrich_snowroom_12-11-197015.jpg

Mia Moretti_2.jpg

19103_press_woolrich_snowroom_12-11-197009.jpg

DJed by Mia Moretti, the experience&#39;s launch event attracted creatives including Maggie Gyllenhaal, JiaJia Fei, and Christina Paik, all of whom joined the brand and Vides for an evening of&nbsp;drinks, light bites, and checking out the new installations. Wearing Woolrich outerwear, the guests had the opportunity to both admire the artistic innovation and find out for themselves how well the garments will protect against the impending <a href="https://www.lofficielusa.com/travel-living/lowell-hotel-holiday-new-york">New York</a> chill.

Vides&rsquo; six Gore-Tex Storm Parkas, all hand-painted at his studio in California, are being sold for $1500 apiece, with the proceeds benefitting The Bowery Mission. &ldquo;My background is streetwear, so I thought, &#39;What would I want to wear?&#39;&nbsp;I think some people are going to wear them and some people will frame them.&rdquo; In an era when collectible streetwear and creative collaborations rule the scene, Vides seems to hit the spirit of the moment on the nose.

The Woolrich Snow Room and Joshua Vides installation are now open to the public at 121 Wooster Street in New York. See the full Joshua Vides x Woolrich parka capsule below.

JV_Woolrich_1.jpg

JV_Woolrich_2.jpg

JV_Woolrich_3.jpg

JV_Woolrich_4.jpg

JV_Woolrich_5.jpg

JV_Woolrich_6.jpg

See Woolrich's Immersive Snow Room and Collaboration with Joshua Vides

L'OFFICIEL USA November 2024 - Salma Hayek Pinault Cover

L'OFFICIEL HOMMES USA October 2024 - Rupert Friend Cover

L'OFFICIEL HOMMES USA October 2024 - Joseph Quinn Cover

L'OFFICIEL USA September 2024 - Fall Fashion Cover Featuring Supermodel Sasha Pivovarova

See Woolrich's Immersive Snow Room and Collaboration with Joshua Vides

Tags

Recommended posts for you

Travel & Living

The Most Chic Places to Have Thanksgiving Dinner in NYC

Fashion

Carolina Herrera's Resort 2025 Collection Captures the 'Intensity' of Mexico City

Fashion

Inside Louis Vuitton's NYC Store Opening Party and Best Dressed Celebrities

Fashion

Mikey Madison Redefines Dog-Walking Fashion in Mugler and Stilettos

Beauty

Rhode's Cinnamon Roll Lip Tint Is Finally Here

Fashion

These Timeless Luxury Accessories Were Made to Cherish for a Lifetime

Beauty

The Evolution of Rocker Hair

Fashion

Louis Vuitton Re-Opens in NYC With Five-Floor Extravaganza