DSE 2012 APEX Nominee BENETTON for FABRICA

Starting in May 2010, the Benetton Live Windows project has developed a dozen in and offstore installations in Milan, Munich, Barcelona, Moscow, Shanghai and more. We focused on a new, experiential, language. Interactivity is key in engaging users and turning them into customers: to be successful it must be extremely useable, meaningful, immediately rewarding, perfectly working and appealing. We developed a number of interactive applications that share these features: open to all targets, all intuition with no instruction, bodylanguage based and scalable on different stores layout. Our video contents are not all productrelated: we opened to an external network with young talented designers and art schools to produce the needed amount and variety of contents. Commercial contents are all ad hoc produced.