Benetton Group revealed the specially designed Pop Up Cubes at two various venues in 2016. First it appeared in Milan in the fashion district of Corso Como during the Fashion Week from September 21st to the 23rd, and later it appeared again in the Côte d’Azur for the annual MAPIC retail trade show. While both events had the Pop Up Cubes, they were addressed differently thanks to the dynamicity of the setup possibilities in which the events themes can easily be modified to specific purposes.
In Milan, the Cubes realized of 2,5 m cubic overall dimensions each and fabricated via interchangeable metal elements finished in oven processed high gloss paint, housed an interactive video content where the public had the opportunity to express their emotions in three different settings.
At Mapic, on the other hand, the Cubes were setup do address the B2B nature of the event and housed 8 large led walls on a 360 degree view point to showcase Corporate Video Statistics, the Clothes for Humans Video Brand Campaign, the Pop Up Experience in Milan, and a conceptual video on how the Benetton Pop Up Cube came about.
The Benetton Pop Up Cube have proven great potentiality to bring awareness to the brand where in Milan there were 1000 registered video emotions recorded, 2000 people interacted, of an average age of 28 years.
Photography: Mauro Consilvio, Michael Stahlmann