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Benetton creates virtual twin of store in metaverse

Updated: Mar 25

Italian clothing retailer United Colors of Benetton has redesigned its store in Milan alongside a co-designed replica of the store in the metaverse. Benetton says it wants the store to ‘offer a brand experience that is increasingly immersive and, above all, in tune with the language of young people’.


The temporary set-up coincides with Milan Fashion Week and will remain in store for four weeks to attract ‘visitors’ to its metaverse store. The aim is to encourage customers to participate in the gaming experiences that will allow them to accumulate QR codes that can be used to make purchases in the retailer’s physical shops. The brand hopes this will create an additional touchpoint with the consumer as the virtual store will open at the same time with the same experiential look and feel.


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