Location. Location. Location.
For ASV, it all started with quickly narrowing down the hunt of both raw spaces and existing retail locations in the Los Angeles DMA. After evaluating multiple locations, floor plans and cost, Santa Monica Place proved to offer the greatest ROI based on audience foot traffic, income and lifestyle combined with a prime location on the entry floor.
Our team of producers guided Benetton’s design team to retro-fit an existing retail space into the World of Benetton. We were challenged with bringing to life UCB’s vibrant colors, cutting-edge sensibilities and enticing consumers with exterior and interior creations.
Wanting to create intrigue and pique customer’s curiosity prior to opening, we took advantage of an existing glass display within the courtyard and dressed mannequins with the vivid styling that the brand is so famously known for. We cleverly placed floor graphics in Benetton’s primary colors that led patrons to the storefront.
ASV transformed the exterior façade, weaving the brands’ bold colors throughout the graphics. The large open windows provided a colorful visual inviting all to enter the world of Benetton. Once inside, consumers were drawn to Benetton’s Men and Women’s Fall/Winter line.
The Benetton pop-up was outfitted with custom wall coverings, oversized light boxes, video content and dressing rooms, giving consumers the full retail experience. Reinforcing their eco practices, the store was inventory-free with only samples for guests to see, touch and try on. Trained, brand ambassadors with POS devices would process the electronic sales, preparing merchandise to be shipped directly to guests’ homes.
Built into the store was a unique photo booth that would allow guests to select their personal Benetton color before taking a photo/gif/boomerang. Guests used a digital color wheel to control the lighting in the photo studio.
Guests captured a variety of moments such as trying on this season’s infamous “sheep jacket” straight off the runway in Milan. Throughout the month-long pop-up, we hosted hospitality surprise & delights from gelato tasting to specialty coffee and espressos for guests who visited the store.
With over 240K impressions from photo booth sharing and over 1,200 patrons visiting during the 30-day activation, Benetton certainly got noticed! Thanks to our pop up, California led all U.S. sales for that time period and created a spike in Benetton sales throughout the US. Meeting Benetton’s sales goals and bringing enthusiastic rediscovery of the brand was a privilege for the entire ASV team.
