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Alessandro Benetton Presents The Playlife Style In Rome - A book of images, a new multi-brand store, and an upbeat approach to life


Rome. Playlife comes to Rome with a new concept store that’s more than just a retail outlet: it’s a new story that Alessandro Benetton, the chairman of Benetton Group, has chosen to tell in a book - AB. A Playlife Story –presented today at the official inauguration event, in Rome, Via Cola di Rienzo 82. Alessandro Benetton will welcome guests – from the fashion community and personalities from the world of design, entertainment and sport – and sign the first exclusive copies of the book, which will be in bookstores in early May. In true Playlife spirit, the inauguration will be a celebration among friends, with a cocktail party that will move from indoors to outdoors, accompanied by the indie-punk-rock rhythms of Foxhound, a young band from Turin that has been attracting the attention and acclaim of Italian music critics. AB. A Playlife Story describes the style of Alessandro Benetton through the most salient moments of his life, at the same time tracing the identity of Playlife, which he so strongly wanted to create: a home to brands, cross-cultural contamination, and products and objects that are part of our daily lives. Because, as he says in the book’s opening lines, “the world of Playlife – its style, objects, experiences, memories, symbols, passions – is my world too”.

The book
The book unfolds with the words of Alessandro Benetton, interviewed by journalist Paola Pollo, alongside a series of images, both past and present, including family albums and school diaries. An unprecedented, frank account whose leitmotif is the spirit of self-determination and independent approach of the Chairman of the Benetton Group, as he remains faithful to his values, while looking to the future with an open mind: from his roots in Treviso to his education in the United States, from his successful venture in Formula 1 motor racing to the creation of 21 Investimenti, established as a result of his “passion for the development of the companies”, and his current responsibilities at the helm of Benetton Group.
A fascinating story in which sport (a true passion for fair play and a respect for the rules), a love of contemporary art (which surprises and opens new horizons), family values, and an interest in design and timeless objects, also play a fundamental role. In this book, Alessandro Benetton, the man and entrepreneur, becomes the ambassador of Playlife, a brand inspired by a true story, and interprets a style that embodies a combined notion of authenticity and beauty.

The multi-brand store
The new Playlife store in Rome brings a different, freer spirit to shopping; it is somewhere to feel “at home”. This fresh new Playlife concept store is a space designed to be experienced with a smile, where everything – from the untreated wood that gives the place its warmth, to the bed in the middle of the room, from the ethnic rugs to the tiled kitchen – contributes to transforming shopping into an exciting, fun and friendly experience.

The collections
The pursuit of authenticity and originality also finds a response in the clothing collections: Playlife, with the timeless elegance of its campus atmosphere; Jean’s West, Italian denim since 1974, with a strong and surprising character; Killer Loop, urban tech wear that combines fashion and innovation, through continuous research into style and technical details; Anthology of Cotton, a line of homewear for women who desire both practicality and emotion. The strength of Playlife’s research is also expressed in a careful selection of accessories, gadgets and products that are always fresh and inspiring, such as the Tern line of folding bicycles, creative cameras from Lomography, iPhone handsets and Hi-fun USB sticks, in addition to shoes, watches, and travel books. Products differ season to season, and are meticulously selected on the base of their history as quality brands and their innovative content, with a special focus on recyclable materials.

The Playlife network
Playlife – currently 130 stores in Europe – continues to grow with an unmistakable personality. The process of renewing Benetton Group’s multi-brand, Playlife, which began last year in Treviso with the opening of the first new concept store and the definition of a sales space capable of transforming the customers’ shopping experience, is proceeding not only with major store openings, but also through an ongoing and specific definition of style in the new collections. In Italy, new Playlife concept stores have opened in Cremona, Treviso, Bologna, Milan (2), Turin, Trieste, Pistoia, Empoli and Chieti. The innovative website illustrates the brand’s multi-faceted world, sharing it via an increasingly widespread presence on social networks, and through a series of Apps, as well as the all-new web radio, bringing end consumers directly into the Playlife world.


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