ARCHITECTURE FOR BENETTON. /HB/ “TH&H“

Because United Colors of Benetton’s core business is clothing, the contemporary culture of design plays an important role in the group’s activity, including its corporate architecture. Benetton’s international brand style combining colour, energy, and practicality can be seen first in its buildings. In 1964, long before it was fashionable for designers to employ brand-name architects, Lucianno Benetton chose two very young and ambitious architects, Afra and Tobia Scarpa, to design his first textile factory. This project marked the beginning of a vision of architecture aimed at enhancing the workplace: an architecture where image and substance come together.