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[ Woolrich Experience ] Event and Content Production, Art Direction
2024
Woolrich Experience
[ About ]

For three consecutive years, Wanderlust Vision partnered with Woolrich to create immersive experiences that bring together nature, creativity and music, exploring different territories and cultural contexts. Each project involved a curated group of creatives and outdoor enthusiasts, invited to take part in hands-on activities set in nature and site-specific music performances.

Wanderlust Vision oversaw the concept development, general production, activity programming, guest curation, and photo and video production, while also co-designing dedicated products together with Woolrich for each experience. Every event had its own distinct identity while sharing a common set of values: fostering connections between people, places and disciplines, encouraging discovery, environmental awareness and creative cross-pollination. Music and experiential activities consistently played a central role, placing direct and tangible experience at the core of each project.

Chapter I – Cortina Experience

[ 2022 – Cortina Experience ]

The first experience took place in 2022 in Cortina, marking Wanderlust Vision’s return to the Dolomites with a new format. Guests spent two days fully immersed in the mountain environment, taking part in a hike up to Rifugio Lagazuoi, at 2,752 meters above sea level, and attending a live performance by Klaus at Col Druscié, at 1,778 meters, surrounded by a snowy alpine landscape. The group, composed of artists, designers, content creators and professionals from different fields, shared moments of walking, conversation and entertainment, united by a passion for the outdoors. For this first experience, Wanderlust Vision and Woolrich developed a dedicated product collaboration, conceived as a natural

extension of the activities themselves. The products included a wool blanket featuring Woolrich’s iconic pattern, enhanced with a custom Wanderlust Vision stitching, and a shirt in the brand’s iconic red buffalo check. The event scenography, inspired by topographic maps, consisted of wooden structures arranged on multiple chromatic levels and featured a steel table designed by Wanderlust Vision, which became the centerpiece of the music set. Originally created for this experience, the table is still used daily and across multiple events by Klaus, evolving into a functional and iconic object.

Chapter II – Kronplatz Experience

[ About ]

The second experience of 2022 took place at Plan de Corones - Kronplatz, a territory where different disciplines naturally coexist, from Zaha Hadid’s contemporary architecture to the photographic retrospectives hosted at Lumen Museum, and a mountain culture rooted in conscious living. Within this context, guests took part in hikes, indoor climbing sessions and yoga, engaging with the experience in an active and immersive way.

The program concluded with a live piano performance by Alessandro Martire, who presented the tracks from his new album for the first time, performing them in the space that hosted the musical experience inside Lumen Museum.

Once again, the collaboration between Wanderlust Vision and Woolrich resulted in a dedicated product proposal. The collection included a graphic t-shirt designed by Wanderlust Vision, featuring the architectural floor plan of Lumen Museum, and a Woolrich shirt with the brand’s iconic grey pattern, reinterpreted for the occasion. The products accompanied the activities and shared moments of the experience, strengthening the connection between place, architecture and the identities of both brands.

The event scenography was developed in collaboration with CC-TAPIS, a leader in the production of design rugs, contributing to the creation of an immersive environment where outdoor culture, creativity and design naturally converged.

Chapter III – Breuil Cervinia Experience

[ About ]

In 2023, the third experience took place in Breuil Cervinia, at the foot of the Matterhorn, and for the first time included a music event open to the public. Over the course of three days, guests had the opportunity to connect with one another and fully embrace Wanderlust Vision’s idea of travel, exploring the territory through activities designed to raise environmental awareness.

The program included guided walks through the woods with Allure Alps, focused on discovering trees and mosses, scientific insights led by astrophysicist Federico Manzini, who introduced participants to the study of stars and planets, and hiking activities centered on survival techniques, such as safely lighting a fire while respecting the natural environment.

In the afternoon, guests took part in an upcycling workshop, during which they designed and crafted bags using Woolrich fabrics recovered from the brand’s warehouses, working directly with the material and its intrinsic value. The second day concluded with a music night featuring alternating DJ sets by Klaus and Adiel, open to the public for the first time, bringing together invited guests and the wider Wanderlust Vision community in a shared space.

For this edition, Woolrich products were reinterpreted by reworking the iconic buffalo check on a t-shirt with a frayed effect, evoking loose threads in a weave, and introducing rock-inspired lettering on a black hoodie. The entire experience was documented through the lenses of Mattia Greghi and Simone Biavati, guest photographers of the event, who captured a personal and authentic visual narrative of the project.