Benetton re-launches in Malta with ‘On Canvas’
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.