United Colors of Benetton reopens flagship store at The Dubai Mall launching its ‘On Canvas’ concept


February 21, 2016 | By RetailME Bureau

Fashion retailer United Colors of Benetton has reopened its flagship store at The Dubai Mall launching its newest retail concept, ‘On Canvas.’

The new layout presents an evolution of the Benetton store, conceived as an encounter between its history and modernity, between quality and customer care – which is central to an authentic design – between technology and emotional experience.

On Canvas is derived from the traditional concept of a loom. It serves as a light, simple but solid and almost invisible structure, around which seasons, collections, colours and materials are created. Symbolising tradition and craftsmanship, and also emblematic of innovation, the ‘loom’ enables all kinds of transformation within the store. Materials, canvases and spaces alter and change, creating infinite solutions that are tangible metaphors for a constantly evolving brand.

Having already made its debut in Milano, Moscow, Lisbon and Paris, the On Canvas concept is a new ambassador for the United Colors of Benetton identity. It goes on to prove that Benetton, an Italian brand par excellence, doesn’t limit itself to designing fashion for the public, but puts the client at the centre of an experience developed around design, technology and emotions.

Conveniently located on level one at The Dubai Mall, Benetton’s redesigned space boasts the most modernised store architecture. Spread across 4305 sqft, the store offers an enhanced shopping experience with an extended open floor environment, as well as exciting visuals, expressive fixtures and stylish props.

With a large retail presence and strong foothold in the market, Benetton has been present in the UAE for over 30 years – in partnership with the Easa Saleh Al Gurg Group – with three stores across seven Emirates.

“The group is proud to count Benetton among our valued partners. As we celebrate the opening of this flagship store, we look forward to offering customers a unique shopping experience. As consumer expectations continue to rise, innovation is the key. We now add a new element in fashion retail within Dubai perfectly in line with the ever evolving brand essence of Benetton,” says group general manager Abdulla Al Gurg.

“We chose Dubai as the first stage of our re-launch in the UAE because it is a city of international significance and from here we will start to strengthen our presence in other countries,” adds Marco Messini, chief distribution & sales officer, United Colors of Benetton. “We are glad to be here in this important and strategic moment once again together with one of our long-standing partners, Easa Saleh Al Gurg Group. This proves how much our company considers its commercial partners decisive for its development.”

United Colors of Benetton celebrates the new store with the launch of its Spring Summer 2016 collection, a range influenced by lifestyle sensibility, rich colour palettes and juxtaposition of patterns and textures. The collection features designs for women, men, kids and toddlers, catering to a wholesome family experience.

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