Located in Florence, the new store features sustainable materials and state-of-the-art, energy saving techniques in a revolutionary new approach to low environment impact retail.
The 160sq m, single floor boutique makes abundant use of upcycled natural materials. The floor is made with gravel from the river Piave and waste wood from beech trees, while the walls are treated with a mineral paint with antibacterial and anti-mould properties that can also reduce pollutants in the environment.
Visitors to the store can choose from among the wide range of United Colors of Benetton sustainable garments in organic, recycled or BCI (Better Cotton Initiative) cotton, regenerated nylon, natural fibres such as linen, and other sustainable materials. Customers can then choose to take their purchases home in either washable, easily recyclable organic cotton bags or in paper bags made with materials sourced from FSC (Forest Stewardship Council) certified forests.
Massimo Renon, Benetton Group Chief Executive Officer commented: “It’s a project our company firmly believes in, a milestone on our path to becoming a global reference point in terms of sustainability, and in which Florence represents the symbol of a sustainable Rinascimento. Benetton has always made courageous and cutting-edge choices in terms of social impact. We will continue in this tradition, with ever more determination and conviction.”
