- Objet Préféré/Objet Coloré Exhibition at the Triennale di Milano.
- Trendsetting Benetton stores in Milan, Barcelona, London and Paris open to creative design and to new customer experiences.
- The icon.benetton.com portal for open multimedia experimentation.
-
Fuorisalone events at the Sisley store in Piazza San
Babila and other topical locations around Milan.
Ponzano, April 2012. Design and creativity enrich the
identity of objects and the atmosphere of places, and
through the web they bring together the community, young
ideas and different cultures. This is the thread running
through the series of projects labelled Benetton Icon
Stores, the Group's network of trendsetting shops
revamped to become international focal points of fashion,
web culture, publicly-participated multimedia
experimentation and lifestyle. Following the exhibition at
the prestigious London Design Museum inspired by the Colors
magazine trilogy (Happiness, Shit and Transport), open from
3 to 13 April, it is Milan's turn, as United Colors of
Benetton presents the exhibition Objet Préféré/Objet
Coloré at the Triennale di Milano, starting 17 April,
to coincide with the Salone del Mobile 2012.
Objet Préféré/Objet Coloré is an exhibition structured in
two collections, created by Fabrica, Benetton Group's
communication research centre. The first, Objet
Préféré, is a series of items of furniture created
following an intense and fruitful workshop, involving
Fabrica and the cultural centre Grand-Hornu Images
in Boussu (Belgium), around a "favourite object". The
result was fifteen pieces of furniture, a perfect
combination of the creative and design talent of
Fabrica's young designers and the technical excellence
of Grand-Hornu; Fabrica's partner in the development of the
Objet Préféré portion of the exhibition,
Grand-Hornu Images is a non-profit association
that has carried out extensive work to promote the heritage
of the Grand-Hornu centre, including developing a series of
cultural events linked to design and the applied arts. The
association has organized numerous international
exhibitions over the years and is today a point of
reference for this type of initiative. The second,
Objet Coloré, is a system of store display
fittings designed to showcase United Colors of Benetton
apparel and accessories; modular and flexible they offer a
variety of personalised solutions, mixing forms, surfaces,
and multicoloured geometries, in line with the distinctive
elements of the brand.
The Triennale di Milano exhibition continues at Benetton
Icon Stores in Milan (Corso Vittorio Emanuele), London
(Brompton Road), Barcelona (Portal de L'Angel) and Paris
(Boulevard Haussmann), with the presentation of a selection
of pieces from the Objet Coloré series, and with
the concurrent projection of pictures from the Triennale di
Milano exhibition in their Benetton Live Windows: large
high-definition videowalls, which transform traditional
store windows into high-tech multimedia screens, giving
rise to a new customer experience where the
individual's approach becomes a participatory
experience.
Internauts can take an active part in Benetton events
through icon.benetton.com, the portal that links
up with the four key cities, where the contents generated
by this interaction will be published. The portal can also
be used by anyone who chooses to send their contributions -
videos and images - to see them online on the hi-tech
network of Benetton store windows: an advanced multimedia
experiment, creating a close link between the Benetton
world and the talent and expressive abilities of young
people.
Others events run by Fabrica for the Fuorisalone
include: La Dame aux oiseaux, a live performance
in the windows of the Sisley store in Piazza San Babila: a
skillful ceramic decorator paints a collection of fine
porcelain birds created by the historic Portuguese firm
Vista Alegre (Sisley Store, 17 - 22 April). A series of
metal items of furniture designed by Sam Baron/Fabrica
provide the backdrop;
the presentation of Villa Necchi. Details of life and
new visions, a collection of design objects, created
in partnership with prestigious Italian companies,
reinterpreting certain details of the splendid house in the
heart of Milan, now owned by FAI(*), (Villa Necchi
Campiglio, 13 April - 6 May);
the exhibition Searching for Cassiopeia, a
collection of 12 seats - unique pieces that combine
different techniques and materials - conceived by the
creatives at Fabrica and the fruit of a workshop with the
Italian Chair District in Friuli Venice Giulia
(MOST. Museo Nazionale della Scienza e della Tecnologia, 17
- 22 April).
* Fondo Ambiente Italiano, an organization which
safeguards Italian heritage
For further information: +39 0422 519036
icon.benetton.com
benetton.com
benettongroup.com/media-press
fabrica.it
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