Transforming their London store into an engaging version of the Alaska plains, Woolrich took customers back to the birthplace of the original Arctic Parka. The immersive installation featured ice effect blocks and a multimedia ice wall playing five special short films. Refreshments included the Anchora Mule, Alaskan Fashion and Woolrich Ice. The party continued into the night at Shoreditch Platform with music from DJ Kiwi and Elena Colombi.