Genoa: a new Benetton megastore opens in the historic setting of the former Orfeo Cinema

Benetton's most prestigious megastore in Liguria opened on 3rd October in Genoa in the magnificent setting of the former Orfeo Cinema in Via XX Settembre. This fine building, which is protected by the Fine Arts authority, opens to the public once more after a period of major restoration during which the original façade was carefully preserved. Benetton's new 2,000 m2 store is in the commercial heart of the city, on the corner with Ponte Monumentale and overlooked by the ancient church of S. Stefano. An evocative blend of the brand's commercial modernity and the city's ancient beauty.

The new store occupies two sizeable floors filled with the styles and appeal of the Benetton world. Benetton Man and Woman collections and the Accessories range are on the ground floor. The first floor is devoted to mothers and children. Each collection is distinguished by its own display concept. The flexibility of Twins fittings creates a new, engaging look for the Benetton Woman and Man displays. System was designed to enhance the two main children's collections (Baby, for newborns and 1-5-year-olds, and Kid, for 6-12-year-olds) and the range for expectant mothers. Lastly, Frame is an elegant accessories display concept which plays on the contrast between copper-coloured metal and the crisp white of the store interior.