Benetton f/w 2011/12 campaign
20 Sep. 2011
BENETTON EXPANDS IN EASTERN EUROPEBenetton continues its investments in Eastern Europe where Benetton already runs 300 stores and has now opened two new stores - one in Warsaw and one in Krakow - according to its new store concept.
The company strongly believes in the importance of stores as a major communication tool. For this, they recently presented 15 different installations in their stores in Milan, Munich and Istanbul of the Lana Sutra project as a hymn to love, equality and sharing together. Likewise, their two new Polish stores designed by Studio Lissoni aim at presenting an innovative idea of Benetton's smart colorfulness and express new ideas of beauty and style around the globe.
In Warsaw, Alessandro Benetton, Executive Vice President of the Benetton Group, last week has inaugurated the redesigned United Colors of Benetton store on 280sqm for women, men and kids on the most important shopping street, Zlote Tarasy. Almost simultaneously, the company opened a new store in Krakow on 180sqm inside the Galeria Krakow, a major shopping mall of the city.
The new concept focuses on the idea that all interior decor elements contribute to express lightness and brightness while creating a welcoming and almost domestic atmosphere. Floors are made of grey resin, decors are simple though elegant and made out of metal or wood. The wardrobes come with wheels, while a system of bars, shelves and hangers are reinterpreted according to a 1950s atmosphere and completed by hanging lamps.
Benetton presently operates 50 stores in Poland with 40 of them offering United Colors of Benetton for adults and the rest offering the brands Sisley and Benetton kid. In Eastern Europe, Benetton runs a total of over 300 stores with 200 of them offering the Benetton adult collection and Undercolors (Benetton underwear), 40 offering Benetton kid, 40 Sisley and 20 Playlife.
The future aim of the company is to further expand in this market area.
Maria Cristina Pavarini
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