Benetton launches its On Canvas concept in Bangalore & Hyderabad; 80 stores to take up this concept by 2018

The concept highlights a bare and metallic store design with focus on clever VM displays & fixtures.

Benetton has launched one of its latest global design concept, On Canvas, at Phoenix Marketcity Bangalore and Banjara Hills in Hyderabad. The brand plans to take this forward to 20 stores with this concept by this year, further taking it up to 80 stores by 2018. Animesh Ikshit, Vice President – Project & VM, Benetton India, told Retail4growth, “On Canvas is a concept inspired by an artist's space. Materials like ageing metal with exposed welding and joineries, steel, birch and teak wood and concrete have been carefully finished to retain the natural feel. The store's colour palette has been kept neutral while elements like exposed brick wall, bare unpainted concrete, exposed ceiling, exposed service ducts and systems, wall papers etc contribute to the conscious effort not to conceal joints and surface imperfections.” The store design gives ample importance to effective VM by allowing clever and judicious mix of display through floor standing leg mannequins and by price signage and color blocked display. The VM is further accentuated with well-placed video walls.

To lessen carbon footprint, the store design uses energy efficient LED's that consumes up to 90% lesser electricity is specially designed with 3000K color temperature providing unmatched depth of color and texture to the displayed merchandises.