Conveniently located at 135 Crosby Street United Colors of Benetton launched a pop-up store, in the ever so chic shopping area of SoHo. In the former garage space attached to a BP gas station, the 2,200 square-foot space transformed into an art gallery filled entirely of knits.
Open until December, this temporary location will house the old Benetton we quickly grew to love with its vivid, eye-catching colors and quality spun knits. From fair-isle dresses to front button cardigans to argyle short sleeved sweaters to Ipad cases, each collection piece has been created with the intention to be worn for years to come. Collaborating with Design Director of FABRICA, Sam Baron, and Benetton Chief Merchandising Officer and Creative Director, You Nguyen, introduced installations made of knitted art works by resident artists of FABRICA to be auctioned off later this year. Works ranging from a woolen knit skateboard cover to a life-size Kama Sutra installation strategically placed at the forefront and back of the store, reminding us of the brands origin and motioning us through the entirety of the Benetton Gallery. But then again, its visual concept is enough to keep us coming back for more… well until December at least.
Photos courtesy of BPCM