The brand Benetton continues to consolidate its position in the Italian market with the opening of United Colors of Benetton new concept store in Milan, in Piazza Duomo. And Interior Design Shop is going to show you everything about it. Check out!

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Being entirely an Italian project, in terms of style, design and elegance, Benetton new concept store offers an innovative structure, designed to be comfortable, functional and dynamic. The main goal of the new store is to make the product the real protagonist of the historic brand.

The central element of the 1,500 square-metre store is the frame, which serves as a lightweight, simple but solid and almost invisible structure in which seasons, collections, colours and materials are created.

The frame, which is a symbol of tradition and craftsmanship, becomes a symbol of innovation enabling transformations within the store: changing the canvas materials, the canvases themselves, the spaces create infinite, possible solutions for a brand that is always developing.

This is a radical new concept that could only be presented in Milan, the Italian fashion capital, which is “home” to other major fashion names and Italian stylists.

Forget the ordinary concept of a shop. The new Benetton concept store in Milan makes the customer loses himself, immersed in an experience that transcends the common shopping store. Space, canvas or product to all tastes, ready to satisfy every desire in this new setting.

Words, videos and images are not enough for you? You can always take the virtual tour here:

VIRTUAL TOUR – UNITED COLORS OF BENETTON  NEW CONCEPT STORE IN MILAN

About the Benetton Group

Today Benetton Group is one of the best-known fashion companies in the world, present in the most important markets in the world with  a network of over 6,000 stores. Under the guidance of Alessandro Benetton, Chairman of Benetton Group since April 2012, it is more than ever a responsible group that plans for the future and lives in the present, with a watchful eye to the environment, to human dignity, and to a society in transformation.

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