S20M

Located in Corso Buenos Aires, Milan, the flagship store of the historic Italian brand Benetton has been reinterpreted by the Creative Director Andrea Incontri, in collaboration with S20M.

The project for the SS23 fashion show serves as a preview for the renovation of the store. The distinctive patterns and textures of the new collection were incorporated in the new setting, creating a polychromatic box that reflects the essence of the brand.

The space is characterized by a vibrant and pop environment, complemented by colorful patterns, bright mono block color and mirror custom furniture that aim to enhance the new vision and look of Benetton.