Designed by the Italian clothing brand United Colors of Benetton's new store

2022-03-10

PROJECT INTRODUCTION

The Italian brand's Corso Vittorio Emanuele store was digitally revamped in time to usher in Milan Fashion Week in February. For a month, digital, multi-sensory activation strategically embellishes this new all-pink space. For those who can't reach a brick-and-mortar store, there's a similarly designed consumer journey online.

Massimo Renon, CHIEF EXECUTIVE of the Benetton Group, explained:”We want to revolutionize this immersive experience.”He said,We will do this by creating the same emotional ecosystem in brick-and-mortar retail as Metavalse's new virtual store

However, Metavalse, the mirror store of United Colors of Benetton, has one important difference: You can't buy clothes there. Instead, when shopping in-store, visitors find ways to get QR codes to get deals. Renon continues: "Our goal is to provide a spatial connection between the present and the future, the real and the virtual, through a brand experience that is increasingly immersive and, most importantly, harmonizes with the language of young people