The Italian fashion brand United Colors of Benetton wants to bring the metaverse to its Corso Vittorio Emanuele flagship store during the upcoming Milan Fashion Week by adapting it to its new store in the metaverse that will open at the same time with the same experiential look and feel.
"We wanted to flip the immersive experience by creating in the physical retail the same emotional ecosystem that our new virtual store in the metaverse will have," explained Massimo Renon, CEO, Benetton Group. "Over the next few days, anyone entering our Corso Vittorio Emanuele store in Milan will be able to immerse themselves in a cross between physical reality and digital connection, all in an explosion of creativity, color and sound."
"We are among the first brands to experiment with widespread omnichannel, that is, the circularity between the physical world - metaverse - physical world," explained Antonio Patrissi, Chief Digital Officer of Benetton Group. "The intent is to offer a dimensional bridge between present and future, between real and virtual, passing through a brand experience that is increasingly immersive and above all close to the language of young people."
The virtual store will offer a mirror experience to the one that visitors can experience by entering the Corso Vittorio Emanuele store in the coming weeks. On the occasion of Fashion Week, in fact, the Milan flagship store was reinterpreted and painted entirely in pink – from windows to interiors, from hangers to shelves – emphasizing the shades of Benetton’s garments.