This project is about designing Benetton concept store in Middle East, creating a relevant design that links and incorporates between world of fashion and architecture. This building would deal with different aspects in today’s architectural discourse from the creation of a collective and integrated space within the city to the use of eco-sustainable building materials. This building will not only create a collective cross-cultural urban space just like Benetton’s vision, but also become a true manifestation of Benetton’s corporate identity.

The structure would feature composition of colorful, dynamic fragments, representing loosing connection to allow for individual interpretation. Through this family of colored elements, the structure offers hints at a spatial organization that generates fluid spaces, just like a conceptual Mashrabiya, it creates an atmosphere of an original space through its transparent barrier, which is both public and private where life and light percolating from one space to another.

Designer : Matteo Cainer Architects for Benetton

Benetton concept store creates connection and dialogue between interior and exterior through its dynamic and creative interior space. It offers sense of openness and ideology behind the company’s brand. At night, this architecture design is not simply just light filled voids, but a beckon that reaches out, declaring its present in the city.

Tuvie has received “Benetton Concept Store” project from our ‘Submit A Design‘ feature, where we welcome our readers to submit their design/concept for publication.