The Italian fashion brand United Colors of Benetton opened its new Corso Vittorio Emanuele flagship store in the metaverse during the upcoming Milan Fashion Week. As per a Spin Off report, the company aims to create the same emotional ecosystem in its virtual store as in physical store. Customers entering the physical store in Milan were able to immerse themselves in a cross between physical reality and digital connection, says Massimo Renon, CEO, Benetton Group.

Visitors to United Colors of Benetton's store in the metaverse participated in gaming experiences to accumulate QR codes to make purchases in the physical store. This enabled the brand to create an additional touchpoint with the consumer in the brand's omnichannel strategy.

Through this ominchannel strategy, the brand aimed to offer a dimensional bridge between the present and future, real and virtual, through an immersive brand experience says Antonio Patrissi, Chief Digital Officer, Benetton Group.

The virtual store offered a mirror experience to visitors as the physical store The Milan flagship store was also reinterpreted and painted entirely in pink during the Milan Fashion Week to emphasize the shades of Benetton’s garments.

The temporary installation was accompanied by the #playchange project. From February 21-23, 2022 February, five talents revealed their personal stories of change with Benetton, telling of those moments in life when they had to change their skin and approach in order to move forward.