Cross the physical threshold of a store and find yourself in a virtual ecosystem. It happens from United Colors of Benetton which, on the occasion of the Milan Fashion Weekhas decided to adapt the Milanese shop in Corso Vittorio Emanuele to the one that will open in Metaverse Coming soon.
In fact, those who enter the Milanese store in the next four weeks will be catapulted into a world that intertwines physical and digital experiences, for a global immersive moment, aimed at evoking the emotional resonance of the universe of the (immediate) future. «We wanted to overturn the immersive experience by creating in the retail physical the same emotional ecosystem that the new virtual store in the Metaverse will have, which will open in the next few weeks – he explains Massimo Renon, CEO of Benetton Group –. Anyone who enters our store in Corso Vittorio Emanuele in Milan in the next few days will be able to immerse themselves in a cross between physical reality and digital connection, all in an explosion of creativity, colors and sounds ».
Waiting for the public, therefore, is a real pink-hued taste of what the space that will open its doors in the Metaverse will offer, but with one substantial difference. In fact, visitors will not buy garments, but will participate in experiences of gaming which will allow them to accumulate QR code to make purchases in the physical store. A real metaphysical circularity. “We are among the first brands to experiment with widespread omnichannel, that is the circularity between the physical – metaverse – physical world” he comments 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 an increasingly immersive brand experience and above all close to the language of young people”.
But that’s not all, because the new face of the store will accompany another project, #playchange, which will see five talents as protagonists, who will reveal their personal stories of change and those moments in life when they had to change course in order not to stop and move on: the radio host Andrea Deloguthe TV host Stefano De Martino and social media stars Giulia Paglianiti, Davide Vavalà and Anna Ciati. These last 3 TikTokers were guests in the store on February 23 to give advice on looks, with dedicated styling sessions.
Other stories of Vanity Fair that may interest you:
– Milan Fashion Week: what you need to know (and expect)
– The Pisces style (the stars say it, and the stars say it)
Source: Vanity Fair
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