Benetton redesigns Oxford Circus store, London

09 Aug '10

4 min read

The area given over to children's collections was the focus of special attention. The three different age groups – 0-1, 1-5 and 6-12 years – are distinguished by strong elements from Benetton's advertising, creating a variety of fantastic, fairytale atmospheres.

Communication and aesthetic language – two of Benetton's distinguishing traits – are an integral part of the installation designed by Piero Lissoni. A famous quotation from Shakespeare's Romeo and Juliet: What's in a name? That which we call a rose By any other name would smell as sweet” made of sheet-metal and neon hangs in the air. It is also a visible, subtle and luminous manifestation of the British soul and culture.

The Benetton London megastore revamping and the brand's partnership with Lissoni are part of Opening Soon…, a programme of sales network-orientated investments aimed at implementing new architectural and design concepts in the retail spaces of the world's major cities and in a number of cities that are iconic of the world's transformation. The “new frontier” of Benetton stores debuted in 2009 with the Istanbul flagship store.

Benetton Group

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