United Colors of Benetton announces the launch of a pop-up, store/gallery concept in the heart of New York City’s SoHo neighborhood. The space fuses art and commerce through the creative lens of the brand’s colorful, fashion knitwear. The brand transformed a 2,200 square-foot former garage space attached to a BP gas station with an innovative art/design installation, including highlights from the Fall-Winter 2012 collection.
The space, located at 135 Crosby Street, opened on September 6 , 2012 and will run through December. The location showcases the collaboration between You Nguyen, Chief Merchandising Officer and Creative Director, who designed the women’s and men’s Fall 2012 collections, and Sam Baron, Design Director of FABRICA, the Benetton Group’s center for communication research where artists from around the world develop innovative art and media projects.
You can find more information on this project on: www.benetton.com/popup