Looking at it, it's just a photo-op. However, the idea is sound. After all, good shoe fitting places have rock-strewn slopes to walk up and many climbing shoe outlets have in indoor wall.
It's perfectly feasible to cool a room well below zero. Put showers in the room to create rain. Then fans to generate wind. Oh, and turn the lights off. In fact, there was a documentary where they put (Eddie Izzard?) in a wind tunnel used for testing aircraft parts against icing to test neolithic clothing replicas.
Actually, it could be great for stemming the tide of unprepared and badly-kitted visitors.