In Florence, United Colors of Benetton developed a 160 sqm single-level store concept based on the use of reclaimed materials, surfaces made from textile waste and digital systems designed to manage energy consumption.
The project translates sustainability into specific choices involving materials, fixtures and technology, addressing both the interior architecture and display systems as well as the relationship between the store and the street.
Reclaimed Materials for Flooring and Interiors
The flooring combines gravel from the Piave River with reclaimed wood sourced from beech trees felled during Storm Vaia.
The walls are treated with a mineral paint which, according to the project information, has antibacterial and anti-mould properties and is designed to reduce pollutants in the indoor environment.
Together, these materials create a neutral, tactile backdrop for the collections while reducing the use of conventional finishes.
Textile Waste Transformed into Display Elements
Part of the interior is made using materials developed from textile industry waste.
Used buttons, embedded in a hydro-resin matrix, are transformed into perimeter platforms and bases for the display stands.
Recycled wool, retained in its raw roving form, is used as a graphic element along the perimeter cladding and as a decorative feature on the fitting-room curtains.
Rossino, a material produced from mixed reclaimed textile fibres, is used for shelves, display bases and mannequins.
Transparent Window Displays and Digital Content
The project also rethinks the traditional storefront through a system of movable transparent panels suspended from the ceiling.
These elements create a lightweight layer between the interior and the street, replacing more conventional window-display configurations.
The transparent surfaces incorporate LED screens used to display video content for visual merchandising, communication and commercial purposes.
Sensors and AI for Energy Management
According to data provided by Benetton, the systems adopted for the Florence store reduce energy consumption by 20% compared with a standard store.
The building systems are managed through a network of sensors, artificial intelligence and data analysis, which automatically regulate their operation according to the number of people inside the store.
Energy management therefore becomes an integral part of the store’s operation, complementing the material strategy with monitoring and automated control systems.
Collections Complete the Sustainability Concept
The store presents collections made with materials identified by the brand as part of its sustainability programme, including organic cotton, recycled cotton, BCI cotton, regenerated nylon and linen.
Packaging follows the same approach, with shopping bags made from washable and recyclable organic cotton or paper sourced from FSC-certified forests.
Overall, the Florence store combines reclaimed materials, display solutions, digital systems and energy management within a single retail concept, translating sustainability from a brand message into a series of tangible design and operational choices.
Brand: United Colors of Benetton
Location: Florence, Italy
Area: 160 sqm
Photo credit: Benetton Group