United Colors of Benetton opens London flagship

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


Photo: Benetton Group

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.


Photo: Benetton Group

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.

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