Benetton opened its new flagship store on London’s Oxford Street last month. As well as the digital displays installed throughout the 1,500m² store, the 12-metre-high archway entrance and window display is home to LED screen cladding, showcasing interactive content curated by Fabrica, a communications research group within the Benetton Group. Meanwhile, touchscreen tables in the store’s lounge area offer interactive content to customers.
Benetton was one of the original pioneers of retail digital signage but appeared to eschew the technology back in 2012 as its digital equipment came to the end of its lifecycle. Digital display returned to the company’s stores in 2016.
