04 Oct. 2011

PLAYLIFE OPENS NEW CONCEPT STORE IN TREVISO

Playlife has just opened a new concept store in the heart of Treviso, Italy, in the Veneto region where also the brand's owner, Benetton group, is based. The store, located in the town's historical setting of Piazza dei Signori, is inspired by an idea of Alessandro Benetton who wanted to recreate the same atmosphere of the loft apartment of a young artist, a citizen of the world who loves design, and the cinema. Everything in the store –from the warm-looking untreated wood to the bed in the middle of the room, from ethnic rugs to the tiled kitchen– is devised to convey the idea that shopping is an exciting, fun experience.


The store offers different brands of Benetton's brand portfolio: Playlife and Playlife Outdoor, a blend of preppy styles and city sophistication; Jean’s West, a reinvented Western style jeanswear brand founded in 1974 by Benetton Group that recently has been relaunched; Killer Loop, a mix of extreme sport and urban chic; Anthology of Cotton, feminine homewear and light-hearted sexy accessories.

Playlife also offers a selection of eco-friendly accessories and products, such as Heidi Ritsch belts (made of recycled tire rubber), Dahon folding bicycles, Lomography creative cameras and Polaroids, as well as shoes, bags and backpacks, eyewear, giftware, and travel books. These products are all chosen for their history as quality brands and for their innovative content, with a special focus on recyclable materials.

"We want to open more stores worldwide," comments Giovanni Peracin, Playlife Business Unit Manager, while explaining that Playlife home will open a new store in Bologna by end of October and in Milan by the end of the year. “Our aim is to open each new store with its own identity according to local different taste and sensitivity. Also the selection of the smaller complementary brands will be changing in order to make the store appear always new and appealing while maintaining moderate prices. One pair of jeans, for instance, retails between €59 and €89."