United Colors of Benetton is set to open its new London flagship this week at 89 Oxford St., according to wwd.com. Opening day is March 15, close to Tottenham Court Road, which will soon be a stop on the Elizabeth Line of the Underground.
The 16,145-sq.-ft. store will stock three floors with clothing for women, men and children. Design features include furnishings made from iron, stone and wood, with Venetian terrazzo flooring, Italian cassettoni wooden ceilings and a mix of high gloss and metal mesh. The sculptural staircase linking the three floors has been done in glass and bronzed iron with a brushed finish.
The flagship will feature express checkout counters where shoppers can pay with smartphones or traditional credit cards. Large digital and touch LED screens will showcase interactive content created by Fabrica, Benetton’s creative, research and communications agency. The store also will feature a knitwear theater with interactive touchscreen tables that showcase product information as well as the brand’s initiatives.
A spokeswoman explained that the tech-driven aspects of the new store were important for the brand: “We think the technological and interactive aspect within the store is a strategic tool to consolidate and create new relationships with consumers. In fact, in the second part of the year, a seamless omnichannel customer experience will be launched.”