re-opened Benetton store in Miami
11 Dec. 2012
Benetton Refurbishes Miami Flagship StoreDesign Miami/Art Basel, one of the world’s most prestigious art and design events, is serving as backdrop to United Colors of Benetton’s grand reopening of its recently refurbished flagship store.
The opening of the United Colors of Benetton store marks a further step in Benetton’s project to restyle its US outlets.
It all Began last September in SoHo, the heart of New York, where Benetton launched a temporary Pop-Up store celebrating the fusion of art and business whilst showcasing the brands creative, colourful and on-trend knitwear. Next, Benetton transformed their Chicago Megastore, most notably through collaboration on The White Dress Project with the highly regarded School Art Institute of Chicago. Presently, this is the third decisive gesture to outline United Colors of Benetton’s regeneration, which focuses as much on experimental design and retail experience as it does the brand’s legacy in the world of knitwear and colour.
The Miami store is situated in the atmospheric Art Deco district of South Beach and benefits from the multi-cultural and artistic thrust of the vibrant city. The environment is characterized by airy spaces that are rich in colour and lush in décor.
Designers from Fabrica (fabric.it), a research centre for group communication, have contributed to the project by organising some of the exhibition sets and creating the murals which adorn the interior walls and columns. Also courtesy of Fabrica, in connection with Design Miami, is Tutti Frutti, a new collection of glass objects consisting of ten limited-edition sculptures intended for holding fruit on or for serving fruit from. These are on show simultaneously at the United Colours of Benetton store and at the New York art dealer Cristina Grajales’ stand within the trade fair.
Benetton South Beach
670 Collins Avenue and 7th st.
Maria Cristina Pavarini
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