Benetton unveils new store format in the Middle East

By

Barbara Santamaria

Published
Feb 19, 2016

‘On Canvas’ is Benetton’s new retail concept, introduced at its flagship store at the Dubai Mall this past week. The new layout presents an evolution of the brand’s format, conceived as an encounter between its history and modernity.

“We chose Dubai as the first stage of our relaunch in the UAE because it is a city of international significance and from here we will start to strengthen our presence in other countries,” said Marco Messini, United Colors of Benetton Chief Distribution & Sales Officer. The 400 m² store extends the company’s strong presence in the UAE, where it has operated for over 30 years in partnership with Easa Saleh Al Gurg Group.

Benetton’s new store format features a loom, which serves as a light, simple but a solid and almost invisible structure, around of which seasons, collections, colours and materials are created. The space was also redesigned with an open floor environment in mind, offering exciting visuals and expressive fixtures.

The retail format has also made its debut in Milan, Moscow, Lisbon and Paris. The new store is celebrated with the launch of Benetton’s Spring Summer 2016 collection, a range influenced by a rich colour palette and a juxtaposition of patterns.