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The retailer has incorporated informal, hi-tech spaces into the three-storey space, as well as a knitwear theatre which it claims will offer ‘an ultimate brand experience that goes beyond the traditional idea of a shop’.<\/p>\n
The 1,500 sq m store is located on the east side of Oxford Street, close to the new Tottenham Court Road station on the Elizabeth Line, and part of a rapidly developing area. It will be an outpost for Benetton in the UK, a market where the brand is present with 55 points of sale and where it plans to expand its activity further.<\/p>\n
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\u201cAs the world of retail is rapidly changing, the design brief specifically tackles how consumer habits are adjusting, while digital shopping is increasing exponentially, and at the same time physical experience is proving a key factor to a successful retail format, that cannot be left out,\u201d says Michele Trevisan, global head of retail design at Benetton. \u201cWhen we started the project, the brief was not just to do another flagship store; the idea was to create a brand amplifier, a place where the customers can become users of the brand\u2019s philosophy, not just simple consumers. Therefore, we decided to use three drivers for the project: attract, explore and inspire.\u201d<\/p>\n
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On the exterior, an arched counter-facade invites passersby to enter and dream. While the 12m-high arches recall classical architecture, the LED screen cladding will showcase interactive content curated by Fabrica, playing with colour textures, images and illustrations.
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