Colmar Launches Winter Pop-Up at Milan Centrale Station

PetitePaulina – Commuters and winter sports fans passing through Milan’s iconic Centrale train station are in for a chilly surprise but in the best way possible. Colmar, the legendary Italian skiwear brand with roots dating back to 1923, has opened a pop-up store that mimics the spirit of the slopes. Designed to resemble the Lagazuoi cable car in Cortina d’Ampezzo, this 270-square-foot booth isn’t just a retail stop; it’s a portal to the Alps. As someone who’s navigated the chaos of last-minute packing, I can say this is a stroke of genius combining functionality, brand heritage, and timing, especially with the Winter Olympics just around the corner.

Perfect Timing Ahead of the 2026 Winter Olympics

Strategically placed and smartly timed, the Colmar pop-up will stay open until February 25, spanning the entire duration of the Winter Olympics, which run from February 6 to 22. With Cortina and Milan co-hosting the Games, this activation feels like more than marketing it’s a cultural handshake between the city and the slopes. Whether you’re a die-hard ski enthusiast or a fashion-forward traveler just catching a train, this store captures the seasonal energy buzzing across Italy right now. It’s rare for a brand to sync so organically with a national moment, but Colmar makes it look effortless.

Colmar Originals: Where Style Meets Sport Legacy

The pop-up features the Colmar Originals collection, a lifestyle-focused line launched in 2009 that brings fashion-forward flair to the brand’s performance DNA. As someone who follows both sportswear trends and functional design, I’ve always admired how Colmar Originals strikes that rare balance stylish enough for city streets, but still carrying the rugged reliability of a ski brand. What makes this activation special is that it doesn’t just push products; it tells a story. A story rooted in alpine tradition, reinterpreted for today’s urban explorer. It’s a reminder that great design doesn’t have to choose between aesthetics and authenticity.

Design Inspired by Snow, Steel, and Signature Blue

Step inside the booth, and you’re instantly immersed in the world of Colmar. Klein blue walls, white furnishings, and fiery red accents echo the brand’s iconic logo. It’s not just color play it’s branding done with restraint and purpose. Checker plate metal flooring brings to mind ski lifts and snowcats, while white faux fur adds a whimsical snowy touch. The attention to detail here is striking. Having visited plenty of pop-ups, I can tell you that most feel temporary, even disposable. But this one? It feels permanent in its intention, even if only here for a few months.

A Brand Rooted in Performance and Passion

Colmar’s credibility in winter sports isn’t manufactured it’s earned. For over a century, Italian ski legends from Leo Gasperl to Zeno Colò have worn its gear. More recently, Colmar has outfitted national teams from France and Slovenia. This isn’t just a fashion label trying to tap into a winter trend it’s a core part of the snow sport ecosystem. I think that’s what makes the brand so magnetic. Even as it expands into lifestyle collections, its heart beats for the mountains. That sincerity resonates, especially in a moment when authenticity is more valuable than ever.

100 Years of Style: From Slopes to Streetwear

Last year, Colmar celebrated its 100th anniversary by collaborating with artist Joshua Vides. The capsule featured ten pieces dripping in thick, cartoonish black lines reminiscent of Roy Lichtenstein’s work a bold and unexpected move. Yet, it worked. Why? Because it stayed true to Colmar’s spirit: rooted in tradition, unafraid of evolution. That’s a lesson many heritage brands could learn from. In my view, Colmar understands that staying relevant isn’t about abandoning history it’s about reimagining it with fresh eyes.