UNITED COLOURS OF BENETTON
PROJECT: RE-BRANDING RETAIL STORE
LOCATION: ST. STEPHEN'S GREEN
Founded in 1965 by the Benetton siblings: Gilberto, Luciano, Carlo and Giuliana. The centre of the business are their multi-coloured sweaters, that took off in the 1980s and 1990s, along with their eye-catching advertisements.
The history of Benetton is built on Innovation. This is evident through their use of bright colours, their revolution of the retail outlet, unique sales network and universal communications that always spark social talking points and cultural debate.
Given the task of rebranding the franchise, it was key to not lose the original brand identity of Benetton. Due to a lack of demand from younger generation, the interior needed to follow a more modern and younger energy to attract a wider range of customers, especially 20's and 30's groups.
Incorporating the signature colours within each floor and focusing the interior based on that sequence, the interior appearance held a compelling factor that carried a feel of sophistication and playfulness.
In designing retail spaces, walkways are crucial in creating a successful user experience. Incorporating the Benetton logo in the layout provided a unique layout that showcased all the necessary functions of store.
Using the logo as the main inspiration for both spatial layout and store features, it allowed free formed shapes to develop to showcase the products.
