Challenge
United Colors of Benetton (UCB) was searching for the best approach to re-introduce its iconic fashion brand to the U.S. market. Their US agency, IW Group, reached out to ASV to bring their vision of an engaging retail experience to life
Solution
Over a fast-paced 9 months, ASV worked closely with both IW Group and the UCB team in Italy on selecting the exact location in Los Angeles, designing an on-brand space, and ultimately activating a 30-day retail pop-up program. Wanting to create intrigue and pique customer’s curiosity prior to opening, we took advantage of an existing glass display within the courtyard and dressed mannequins with the vivid styling that the brand is so famously known for. We cleverly placed floor graphics in Benetton’s primary colors that led patrons to the storefront. ASV transformed the exterior façade, weaving the brands’ bold colors throughout the graphics. Once inside, consumers were drawn to Benetton’s Men and Women’s Fall/Winter line. The Benetton pop-up was outfitted with custom wall coverings, oversized light boxes, video content and dressing rooms, giving consumers the full retail experience. Reinforcing their eco practices, the store was inventory-free with only samples for guests to see, touch and try on. Trained, branded ambassadors with POS devices would process the electronic sales, preparing merchandise to be shipped directly to guests’ homes. Built into the store was a unique photo booth that would allow guests to select their personal Benetton color before taking a photo/gif/boomerang.
Results
With over 240K impressions from photo booth sharing and over 1,200 patrons visiting during the 30-day activation, Benetton certainly got noticed!
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