“On Canvas” is its name, and it’s the new concept store from United Colors of Benetton, which kicked off last 15 April in Milan’s Duomo Square. This very same format has already been adopted by the stores in Florence and Verona, as well as crossing international boundaries into the French store in Nice, for a complete restyling of the way we shop. The next one to follow will be in the Russian capital of Moscow, with many more in line thereafter, whether in Italy or all over the world.

This one-of-a-kind project unites both Italian style and design following an innovative philosophy. The result? A warm, open, and dynamic atmosphere where the shop utilizes flexibility to its full advantage. The store is a working art that gives a nod to the loom itself, which represents tradition and craftsmanship in the workplace, while at the same time crafting materials and items for the world to see. A homage to knitwear and to colour itself,the two driving forces of United Colors of Benetton, but with eyes set on  the future: a technological and digitally-driven world.

This restyling project preserves and accentuates the architectural elements of the classic shop’s structure. Steel capitals act as the supporting axis on which the overlying structure is loaded, while sliding panels redefine the shop’s corners.

The store’s spotlight shines bright on the Spring-Summer 2014 collection. The corners dedicated to the latest trends, the color room, devoted to knitwear and its vast colour options, and the mix of tablets and monitors provide visitors with a new and dynamic shopping experience that stimulates the sense like no other.

At every corner, short video clips display the trends, with personalized programming. And if the product you’re in dire need of isn’t in stock? We’ve got the “never-ending shelf”! Using iPad minis, you can access our online shop to purchase any product you desire. Breaking ground in Italy for the first time ever, by virtue of United Colors of Benetton, shopping can be carried out even by the touch of your fingertips!

For an event of this calibre, it goes without saying that a party was in store, and with notable invites nonetheless. In the dead centre of Milan’s historic district, United Colors of Benetton welcomed hundreds of guests, both Italian and from abroad, including some of most well-known fashion bloggers out there.

From Italy, the following guests celebrated with us:

–         Eleonora Carisi, Jou Jou Villeroy  
–         Candela Novembre 
–         Micol Sabbadini, Micolsabbadini  
–         Veronica Ferraro, The Fashion Fruit 
–         Irene Colzi, Irene’s Closet 
–         Erika Boldrin, My Free Choice 
–         Linda Tol, LindaTol – I believe in pink  

As well as a ton of foreign fashion bloggers:

–          Gala Gonzalez (Spain), Amlul 
–          Ana Albadalejo (Spain), Blog Ana Albadalejo  
–          Mirian Perez (Spain), HoneyDressing 
–          Emilie Daudin (France), The Brunette 
–          Kenza Sdoun el Glaoui (France), La Revue de Kenza 
–          Zoe Bassetto (France), Zoé Macaron 
–          Daria Shapovalova (Ukraine), Riamoda 
–          Darya Kamalova (Russia), TheCabLook 

A party full of colour, new ideas and innovative challenges, which, judging by the overwhelmingly large public turnout, seems to be far from nearing its finish.