More than three decades ago WP Lavori in Corso established an aesthetic and business model that has not only brought them success but has also helped to define the way in which an entire generation think about clothing and design. Armed with the skill to anticipate future fashion trends, the revolutionary retail experience they strived to deliver was truly ahead of its time.
01WP catalogue, 1988
WP Design and production office, Bologna, 2012
Woolrich Roadtrip, Paolo Bernabini
Tokihito Yoshida with his wife Michiko Fujiwara
Illustration by Filippo Scozzari, Woolrich 1986
Mark McNairy, Mess Hall, Galleria Lorenzelli, 2011
02WP advertising Campaign by Gaetano Liberatore, 1982
The highly skilled art of pulling together merchandise from all corners of the world, to form the notion of a clothing concept store was totally unheard. WP Lavori remains as vital and vibrant in 2018 as in 1982 the year of its birth. Even today, WP continues to offer something unique to their customer: a compass to guide in the search for authentic relevance and quality.
In September 1985, Bologna became the home of the FIRST EVER WP SHOP. Carefully curated to resemble a postwar American general store, the philosophy behind the idea was groundbreaking - to offer customers the VERY BEST PRODUCTS that were available, irrespective of their lifestyle or taste. With items expertly sourced from all corners of the world, WP created a retail concept store, which was the first of its kind.
03Detail of the showroom, Milano, 2012
04A rare vintage chair with legs form the archive
Vintage fixtures and fittings were blended together with more modern furniture, to form an intrinsic part of the beautifully styled interiors, taking care to reference the past as well as ensuring items of a contemporary nature were also included. Crucially, the notion behind the store’s launch was much more relevant and intera ctive than the usual retail experience, giving people a platform for circulating ideas about quality product, as opposed to just buying clothes. WP Lavori in Corso positively cultivates this mentality, and over the past three decades, they have continued to share their passion for research and originality by opening WP stores across Italy.
Woolrich Roadtrip, Tiina Itkonen
Photo from Barbour archive
Peter Blake, Daiki Suzuki, Woolrich Woolen Mills, 2009
WP Offices, Bologna headquarter
Woolrich John Rich & Bros., Pitti Immagine, 2008