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Benetton takes new approach into the metaverse for Milan Fashion Week

Jeremy Lim
23 February 2022

United Colors of Benetton has made its foray into the metaverse ahead of Milan Fashion Week, offering an experience mirroring what shoppers can expect when they visit the Corso Vittorio Emanuele store in the coming weeks.

According to its latest statement, visitors to the Benetton store in the metaverse will not be able to buy clothes, they will instead participate in gaming experiences that will allow them to accumulate QR codes, which can then be used to make purchases in physical shops.

The Italian label will also transform its Corso Vittorio Emanuele store during Milan Fashion Week, aligning it with the label's new shop in the metaverse, which will open at the same time with the same experiential look and feel.

The Milan flagship store has been redecorated in pink, covering all areas – from the windows to the store interior itself, from hangers to shelves – and naturally emphasising the shades of the Benetton garments.

Antonio Patrissi, Chief Digital Officer of Benetton Group, said: "We are one of the first brands to experiment with a distributed omnichannel model, one that creates a circular relationship be-tween the physical world and the metaverse. The aim is to offer a dimensional link between the present and the future, the real and the virtual, through a brand experience that is increasingly immersive and, above all, in tune with the language of young people."

Massimo Renon, CEO of Benetton Group, added: "We want to turn the immersive experience on its head. We will achieve this by creating the same emotional ecosystem in physical retail as will be available in the new virtual store in the metaverse, which will open in the next few weeks. Anyone visiting our Milan shop in Corso Vittorio Emanuele over the next few days will be able to immerse themselves in a world where physical reality and digital connection come together in an explosion of creativity, colour and sound."

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