United Colors of Benetton opens London flagship

By

Barbara Santamaria

Published
Mar 15, 2018

United Colors of Benetton, the Italian brand, unveiled on Thursday a new, hi-tech flagship store on London’s Oxford Street.

Located close to the new Tottenham Court Road station on the Elizabeth Line, the store includes a lounge area where customers can relax while reading books and design magazines, a ‘knitwear theatre’ and several touchscreen displays.

The brand said the opening marks a “significant change of pace”, with technological features at the centre of the proposition to create “the ultimate brand experience”.

The façade is decorated with 12-metre-high arches, covered in innovated LED screens showing colour, textures, images and illustrations curated by Fabric.

Inside, the store spreads over 1,500 sq ft over three floors, dedicated to the brand’s men’s, women’s and children’s collection. A series of scattered stations replace traditional checkouts, reimagining the traditional idea of a shop.

United Colors of Benetton has 55 stores in the UK, where it said it plans to expand its activity further.