A “Pure 50” experience – Wolford seduces Milan Central Station

  • Pop-Up store project from October until end of November 2014
  • Launch of world’s first glued “Pure 50 Tights”
  • 360° view into the World of Wolford
Pop-Up Store Milan

Pop-Up Store Milan

One Pop Up Store, custom mega-totems, digital platforms, dedicated video and sampling activities: Wolford invades Milan’s nerve center to launch the new Pure 50 Tights. From October 1st to November 30th Wolford welcomes customers to discover the innovations that will turn female wardrobes upside down.

Wolford has chosen Milan, particularly the Central Railway Station, for the opening of the first Pop-Up Store dedicated to the launch of its new Pure 50 Tights, the world’s first bonded seams pantyhose, a true masterpiece of technology and functionality, invisible even under the tightest dresses.

A glass made casket, a way through to access Wolford’s latest news, designed to turn shopping into a truly unique experience in just 18 sq. meters. A universe where tradition melts into innovation, right in the heart of one of the busiest areas of this town.

360° view into the world of Wolford
Customers, tourists and onlookers from everywhere in the world may now dive 360° into the world of the Austrian brand not only through pop ups, but also thanks to the custom maxi totems displaying images from the campaign by Mario Testino; the mega-walls also transmitting the backstage video created by the famous photographer. Additionally interactive digital platforms will allow the visitors to connect directly to the MyWolford website.

Besides, some Wolford’s ambassadors will deliver small gifts to all passers-by during the Pop Up’s opening season, a particular sample inspired to the world of beauty and telling about the uniqueness of Pure 50 and how it’s linked to the womens’ skin.


Photo-Downloads Pop-Up store Milan:

© Pictures: Wolford Aktiengesellschaft


Press contact:
Wolford AG
Wolfordstr. 1, A 6900 BregenzIngola Metz
Manager International Fashion PR
Tel.: +43 5574 690 1377
E-Mail: ingola.metz@wolford.com
Contatto Stampa:


About Wolford AG
Wolford AG headquartered in Bregenz on Lake Constance (Austria) operates 16 subsidiaries and markets its products in about 60 countries via roughly 270 monobrand stores (own and partner-operated), approximately 3,000 trading partners and online. The company, which has been publicly listed on the Vienna Stock Exchange since 1995, generated revenues of €155.87 million in the 2013/14 financial year (May 1, 2013 – April 30, 2014) and has about 1,560 employees. Since its founding in the year 1950, Wolford has become a leading global manufacturer’s brand in the segment of luxury tights, exclusive lingerie and high quality bodywear.