Large LED archways, a lounge area and touchscreen tables offering interactive content.
The 12-metre-high arches recall classical architecture and the innovative LED screen cladding showcases interactive content curated by Fabrica, playing with colour textures, images and illustrations.
Designed entirely by Benetton retail design department and furnished with natural materials such as wood, iron and stone, the 1,500 square meter store goes beyond the traditional shop concept to offer an ultimate brand experience.
There is a 'knitwear theatre', where staff are on hand 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 allows 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.
Located on the east side of Oxford Street, close to the new Tottenham Court Road station on the Elizabeth Line, the store is part of a rapidly developing area
