The Benetton Pop Up Cube project consisted of portable retail pods that were installed in the heart of Milan, and Cannes last year. The clothing brand embraced an immersive marketing approach with the activation, which went beyond fashion to spotlight interactive ads, and "emotion rooms."
Each pod was made up of modular metal elements, and "housed interactive video content where the public had the opportunity to express their emotions in three different settings." Targeting Millennial consumers, this popup offered a memorable experience to those passing by and celebrated Benetton's 'Clothes for Humans' campaign.
The Benetton Pop Up Cube project promotes authenticity with the help of consumer participation. The brand's Milan installation was so successful that it garnered 1000 recorded emotional reactions from visitors, and over 2000 interactions overall.