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.
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