Benetton has joined the metaverse fever for Milan Fashion Week . In its case, it wanted to carry out a rather special action, and that is that it will adapt its Corso Vittorio Emanuele establishment as if it were in that virtual universe. In this way, it will open simultaneously with the same image and experiential feeling.
a kind of replica of the one in the metaverse . On the other hand, the one installed in the latter will receive a new approach. In fact, visitors will not access it to buy clothes, but will have gaming experiences at their disposal . With these, they will be able to accumulate QR codes that will later be used in the real store.
"We wanted to give a twist to the immersive experience by creating in physical stores norway number data the same emotional ecosystem that the new virtual store will have in the metaverse that will open in the coming weeks," says Massimo Renon , CEO of Benetton Group.
It is a way of working on additional contact with the consumer and of uniting the best of both worlds, within the brand's omnichannel strategy. Thus, the virtual store will offer an experience similar to that which can be experienced on Corso Vittorio Emanuele in the coming weeks.