- SCAD & Benetton Directed Collaborations
View more information about the program and our final presentation athttp://scad.edu/clc/collaboration/benetton.cfm
- As part of a collaboration between Savannah College of Art and Design and Benetton Group, students from various SCAD departments including interior design, graphic design, advertising, fashion marketing and management, architecture, furniture design and service design have designed a flagship store that reflects new standards in retail experiences and will symbolize and represent the core values of Benetton.
Students explored the notion of consumerism and how new paradigms in retail experiences can be created through new store designs, systems and materials that are informed by and reflect the Benetton brand. Undertaking marketing research and creating user focus groups to understand the shifts in retail trends and what customers want, the student teams then created advertising and media campaigns, and in-store communications, and designed store layout and retail systems. These were then incorporated into the flagship store design to reflect concepts for the future of fashion retailing.
The marketing campaign was an effort to use alternative approaches with global visions. We set out to position the Benetton brand with activities that engaged customers and strengthened Benetton’s ties within the local community through the International Street View Camera Display, the Cam Jam Sessions and the Satchel Kiosk.