The world of communication and the language of aesthetics - key Benetton themes - are alluded to in the cardboard panels/screens designed by Piero Lissoni, printed with quotes from Italo Calvino's Invisible Cities, a visible manifestation and written testimony to Italian culture.
The Benetton Milan megastore revamp 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 a number of cities that are icons of the world's transformation. This international itinerary into style and progressiveness was launched in Istanbul in 2009, with a flagship store entirely designed by Piero Lissoni, followed by other stores in striking buildings in major European cities, from London to Paris, to Frankfurt, each expressing and interpreting the local culture.