United Col­ors Of Benet­ton

PHOENIX MARKETCITY, BAN­GA­LORE Spread across 4500 sq ft, Benet­ton’s “On Can­vas” con­cept de­buts in In­dia with a sub­tle yet unique de­sign with spe­cial fo­cus on wiser dis­play of mer­chan­dise.

VM&RD - - Contents -

The dy­namic dis­play

The con­cept gives a sharp fo­cus on the dis­tinc­tive pre­sen­ta­tions yet a seam­less way of mer­chan­dise ex­pe­ri­ence. The dy­namic up­date of win­dows an­nounces key col­lec­tions while the video walls trans­mit the key brand cam­paigns. The un­ob­tru­sive cu­bi­cle sys­tem per­mits smooth in­te­gra­tion for dif­fer­ent cat­e­gories through plug and play use of fix­tures that can eas­ily be cus­tom­ized for each sec­tion. Cat­e­gory fix­tures are made in both stand alone and mod­u­lar units for en­hanced flex­i­bil­ity ba­sis floor stocks. Cat­e­gory pre­sen­ta­tions are fur­ther com­ple­mented by price sig­nage and color blocked dis­play. The store also in­tro­duces TV 31100 Con­cept, high­light­ing prod­uct in­no­va­tion of a spe­cial seam­less gar­ment with Trico and Merino within the mer­chan­dise pre­sen­ta­tion. Most gar­ments are hung at eye level achiev­ing great vis­i­bil­ity and ac­ces­si­bil­ity to both cus­tomers and staff.

Im­per­fect is the new per­fect

Ma­te­ri­als have been care­fully fin­ished to re­tain the nat­u­ral feel- sub­tle age­ing of metal, ex­posed weld­ing and joiner­ies. The store’s neu­tral color palette is also a de­riv­a­tive of pu­rity of ma­te­ri­als and sur­facessteel, birch and teak wood, con­crete, can­vas. Tex­tures too re­volve around her­itage and un­touched de­tails like- ex­posed brick wall, bare un­painted con­crete, ex­posed ceil­ing, ex­posed ser­vice ducts and sys­tems, wall papers.

En­try of new ma­te­ri­als

Etamin, a translu­cent mesh fab­ric is used as screens en­hanc­ing the depth and

Animesh Ik­shit VP- Project & VM, Benet­ton In­dia

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