United Colors of Benetton has unveiled its new London flagship on Oxford Street, marking a significant change of pace for the Italian fashion brand. The retailer has incorporated informal, hi-tech spaces into the three-storey space, as well as a knitwear theatre which it claims will offer 'an ultimate brand experience that goes beyond the traditional idea of a shop'.
The 1,500 sq m store is located on the east side of Oxford Street, close to the new Tottenham Court Road station on the Elizabeth Line, and part of a rapidly developing area. It will be an outpost for Benetton in the UK, a market where the brand is present with 55 points of sale and where it plans to expand its activity further.
On the exterior, an arched counter-facade invites passers by to enter and dream. While the 12m-high arches recall classical architecture, the LED screen cladding will showcase interactive content curated by Fabrica, playing with colour textures, images and illustrations. Once inside, shoppers are encouraged to explore the space around them. The store has been designed entirely by Benetton's retail design department and furnished with natural materials such as wood, iron and stone.
Staff are on hand in the knitwear theatre to present Benetton's vast knitwear collections. In the lounge area, customers can relax while reading books and design magazines. In addition, a series of touchscreen tables allow visitors to interact with the entire collection as well as with the brand's most significant contents.
Customers will be able to move fluidly across the three levels – dedicated to men's, women's and children's collections – thanks to a 'loop' staircase that extends like a ribbon across the shop floors and leads to a series of scattered stations that replace traditional checkouts.
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