POP UP Benetton rainbow Printemps
New Benetton space inside Printemps Paris
POP UP STAR in printemps, first RAINBOW MACHINE collection designed by #jeancharlesdecastelbajac.
At the entrance, a large logo installation has been realized through a series of paint buckets, conceptually pouring paint via graphical lines that run from the wall, throughout the entire floor surface.
The internal space is divided into two rooms, where the initial area is clearly identified by a playful movement of bright orange tubes that display a selection of the latest collection, whilst the second area is treated as a rainbow theater, displaying the knitwear collection in a completely new way.
Within the latter area, a room characterised by its circular form, is aligned with columns of products around its perimeter, and is set within a lounge, allowing people to pass their time in a relaxed environment. A circular table set centrally, reinforcing the brand’s knitwear core products and offers treats in an array of colors.
This is not just a store, this is an experience that invites customers to be part of the colourful world of Benetton.