Benet­ton re-launches in Malta with ‘On Can­vas’

Malta Independent - - LIFESTYLE & CULTURE -

Last week­end Benet­ton raised the cur­tains on its new store in Mosta, un­veil­ing the brand’s new On Can­vas re­tail con­cept, the in­ter­na­tional am­bas­sador of the United of Col­ors of Benet­ton iden­tity.

The new Benet­ton store, which opened on Oc­to­ber 28, is con­ve­niently lo­cated in PAMA Shop­ping Mall, a con­tem­po­rary shop­ping vil­lage re­cently in­au­gu­rated in Mosta. The new shop - 350 square me­ters of women’s men’s and kids’ col­lec­tions - marks a new com­mer­cial strat­egy for the brand, led lo­cally by a new man­age­ment that aims to fur­ther de­velop the brand on the is­land.

In the re­gion Benet­ton col­lab­o­rates with Hud­son to gen­er­ate fur­ther growth op­por­tu­ni­ties in the mar­ket.

A new shop­ping ex­pe­ri­ence

On Can­vas, Benet­ton’s new­est re­tail con­cept, presents an evo­lu­tion of the Benet­ton store. The new for­mat is con­ceived as an en­counter be­tween the brand’s his­tory and moder­nity, be­tween qual­ity and cus­tomer care - which is cen­tral to an au­then­tic de­sign - be­tween tech­nol­ogy and emo­tional ex­pe­ri­ence. On Can­vas for­mats present re­designed spa­ces, boast­ing mod­ern store ar­chi­tec­ture and of­fer­ing an en­hanced shop­ping ex­pe­ri­ence. The cen­tral el­e­ment of the store is the loom, which serves as a light, a solid and al­most in­vis­i­ble struc­ture, around which col­lec­tions, colours and ma­te­ri­als are cre­ated. Sym­bol­is­ing tra­di­tion and crafts­man­ship - and now also em­blem­atic of in­no­va­tion - the loom en­ables all kinds of trans­for­ma­tions within the store. Ma­te­ri­als and spa­ces al­ter and change, cre­at­ing infinite pos­si­ble so­lu­tions for an ever-evolv­ing brand.

About the new col­lec­tion

United Col­ors of Benet­ton pro­poses a com­fort­able, easy style for Fall 2016. Clean-cut lines and smooth vol­umes, soft cash­mere, warm merino and cosy al­paca knits fea­ture re­fined mi­cro jacquard and all-over pat­terns. There’s a Nordic fla­vor to the fall wardrobe, which favours warm tones and ven­tures the oc­ca­sional color block – car­di­nal red, plum, vanilla, camel, dove grey, teal, dark blue and lead grey. One line of the col­lec­tion em­braces the trend for knits, while an­other is more ath­letic with a sporty look.

The Win­ter 2016 col­lec­tion is an in­ter­con­ti­nen­tal style jour­ney from wind-swept ocean coast­lines to the re­mains of the Berlin wall – with cosmo-glam­our for the of­fice and Ja­panese touches for next win­ter’s fes­tive days.

United Col­ors of Benet­ton be­lieves that clothes play an emo­tional role in every­one’s life. Ev­ery day, dif­fer­ent needs, moods and as­pi­ra­tions in­flu­ence how an out­fit is put to­gether. This is why the col­lec­tion has been di­vided into three dif­fer­ent lines: DRESS UP, el­e­gant and smart, per­fect for spe­cial oc­ca­sions; DRESS DOWN, in­for­mal pieces/sep­a­rates for a more pared back look; DRESS TO MOVE, which in­cludes sport-in­spired pieces. Ev­ery­body’s ne­ces­si­ties are dif­fer­ent and the three lines can be mixed to­gether.

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