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