Home / Knowledge / News / Apparel/Garments / New-look of Benetton on Corso Buenos Aires
New-look of Benetton on Corso Buenos Aires
20
Sep '10
Benetton's Milan flagship store reopens on 24 September, attended by Alessandro Benetton, Executive Deputy Chairman of the Group. With a new design by Piero Lissoni, in which innovation goes hand-in-hand with Milanese tradition, the store is located in a neo-classical building on Corso Buenos Aires, a key international shopping destination. It occupies three floors, with a design concept that successfully blends Benetton's innovation-driven identity with the sophisticated spirit of Italy's fashion capital.

In Milan the work on the building began by enhancing the existing spaces, reorganising the interior using large, waxed, coarse sheet-metal boxes, at double height in some points, and restoring the original courtyard, which is overlooked by the inner store windows, so as to emphasise the characteristics of the collections with absolute elegance. The lower ground floor houses Benetton kids and Sisley young; the ground floor hosts the Benetton woman collections, the new knitwear corner and the men's and women's collections from Sisley, the Group's most glamorous brand; and Benetton woman and man are on the first floor, as is the accessories corner.

“For the Milan store, we opted for light, clear, bright spaces that would offer a discreet reflection of the spirit of this city, of the location which accommodates and animates them,” commented Piero Lissoni. “Light is an important structural element of the space, and is emphasised by a palette that focuses on white, into which the pure volumes of the perfectly technical, functional fittings are introduced. The materials chosen for the store fittings are deliberately simple, yet exude qualities of strength and elegance. The metal box motif has been expanded spectacularly well to form the divisions within the space, becoming a real strength of the design.”

The main stairway is a prominent architectural feature, in folded iron sheet, flowing like a ribbon between the three floors; it resembles a huge piece of origami, and gives the place an unreal atmosphere. The lift is contained within a white glass tower, and on its surface are ribs of opaline glass offering a half-revealed glimpse of the lift as it travels up and down, and the white neon light indicating the floor level.

The interior decor is purposely designed by Lissoni, with the exception of the Bubble Rock sofa from Living Divani. The furniture is in metal or wood, with closets on castors, tables reflecting nature in their shapes, systems of rails, shelves and hanging racks that recall the large, light and sohisticated bookshelves of the Fifties, illuminated by a system of suspended lighting: a group of elements designed to present a neatly arranged showcase of Benetton apparel and accessories, the true features of this space.

The flooring is in beige cement-resin, except for the ground level, where it is dark grey: this choice is designed to distinguish the Sisley area, as the key tones for this brandlie along an elegant scale of grey. References to colour, an essential element in the Benetton identity, accompany visitors as they move through the different floors: a gradual succession of 40colours extends through the entire height of the store up the rear staircase, where each step corresponds to a different colour.

Must ReadView All

Courtesy: American Apparel

Apparel/Garments | On 25th Feb 2017

Gildan to make some American Apparel products outside US

Gildan Activewear, which recently acquired US fashion brand American...

Courtesy: Kolon Sport

Apparel/Garments | On 25th Feb 2017

Kolon Sport to set up JV with ANTA for Chinese market

Kolon Sport, an outdoor gear and clothing brand of Korea based Kolon...

Designer Karishma Jumani with Niraj Jawanjal, founder and director of IIFW. Courtesy: IIFW

Textiles | On 25th Feb 2017

IIFW to bring together premium lingerie brands

India Intimate fashion Week (IIFW), dedicated to showcasing the...

Interviews View All

Sunil Kumar Sharma
Loknayak JPNSSSG Ltd

'The blend of cotton–linen yarn has high demand in the domestic and...

C. Dhandayuthapani
Mag Solvics Pvt. Ltd

ITME 2016 exploited our full strength like never before

Rajiv Sirohi
Shara

‘Portugal is taking away a major share of the mill made sector.’

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search