Benetton have never been afraid to challenge traditional approaches to marketing themselves. The Live Windows project developed by their communication research centre Fabrica is a case in point and it seems that this innovative approach to retail window display has paid off, with them winning the top retail award at the digital creativity exposition 2012 Digital Signage Expo, held in Las Vegas in March this year.

Traditionally, shop windows have been used to showcase products available to buy within the store. The Live Windows project rejects that premise and instead, treats the store windows as part of a continuing commitment to developing relationships with their customers though entertainment and interaction. Read more…