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In light of Fashion Week kicking off, our flagship store in Corso Vittorio Emanuele, Milan, is changing its look.
Its entire interior design - from shop windows to its environment, from hangers to shelves - take on a pink hue in order to let the bold colors of our pieces stand out.

Discover the special display and dive right into a new shopping experience!

THE CHANGE CONTINUES. Stay tuned!

The store in Corso Vittorio Emanuele, turned upside down for Milan Fashion Week, is offering a specular experience for visitors who will be able to test out the new store in the Metaverse, which will simultaneously open up with the same look and feel. “We sought to revamp the experience of immersion by giving physical retail the same emotional eco-system that the new virtual store in the Metaverse will have that is set to open in the coming weeks. Whoever sets foot in our shop in Corso Vittorio Emanuele, Milan in the next days will be immersed in a combination of physical reality and digital connection, all in an explosion of creativity, color and warmth,” says Massimo Renon, CEO of Benetton Group.

The United Colors of Benetton store in the Metaverse, however, will have a new approach. As a matter of fact, the visitors will not be buying pieces, but rather witnessing a gaming experience that will allow them to accumulate QR codes in order to shop in the physical store. A decision that creates yet another touchpoint with the consumer in the brand's omnichannel strategy. "We are one of the first brands to experiment with widespread omnichannels, meaning bridging the physical world and the Metaverse. The aim is to offer a two-dimensional path between present and future, real and virtual, through a brand experience which is ever more immersive and, above all, closer to the language spoken by the youth," explains Antonio Patrissi, Chief Digital Officer of Benetton Group.

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