Benetton chose Tehran, Iran for a new architecture competition to keep up with other big name fashion designers, like Prada and Chanel, who are branching into the world or building.
Benetton’s architectural fashion project will involve the construction of two skyscrapers in Iran’s capital city, no doubt designed and built in a way that will exude the sartorial flair of the Italian couture house.
BDOnline points out the project may be part of a PR stunt to win over the hearts of Iranian fashionistas since "activists recently set fire to a branch of Benetton in Tehran following claims in the local press that company founder Luciano Benetton had Zionist links."
French architect Odile Decq argues differently, saying it was her vision to inspire female architects in Iran.
"[The contest] is interesting because of Tehran, because of the place and its architecture," Decq said of her contest. "Not every country is easy to work in, but we have to go there and prove we can do something in relation to these countries."
The gallery shows images of past Benetton campaigns, illustrating the fashion brand’s fearful approach to business.
This Benetton architecture contest is certainly a project to watch for. Iran is hot with undiscovered innovation, a niche Trend Hunter is eager to discovery more about.
Sartorial Skyscrapers
Benetton Launches Fashion Building Competition in Tehran, Iran
Trend Themes
1. Architectural Fashion - The trend of merging fashion and architecture presents opportunities for disruptive innovation in creating unique and visually striking buildings.
2. Fashion Building Competitions - The rise of fashion building competitions opens doors for disruptive innovation in architecture by challenging designers to think outside the box and incorporate fashion elements in their designs.
3. Fashion Brand Expansion - Fashion brands venturing into the world of building construction offer opportunities for disruptive innovation in creating iconic structures that reflect their brand identity.
Industry Implications
1. Fashion - The fashion industry can explore disruptive innovation opportunities by collaborating with architects to create unique and fashion-forward buildings.
2. Architecture - The architecture industry can embrace disruptive innovation by incorporating fashion elements and designs in their projects, creating visually striking and unconventional structures.
3. Construction - The construction industry can benefit from disruptive innovation by incorporating fashion-inspired designs and techniques, creating modern and distinctive buildings.