Description - Architecture for Benetton: Works of A by Antonia Mulas
As a global brand, United Colors of Benetton has an international style that combines color, energy and practicality. Because its core business is clothing, culture of design plays an important role in the group's activity and philosophy. Luciano Benetton has always believed in the importance and relevance of architecture. In 1964, before it was fashionable for fashion designers to employ brand-name architects, 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 relationship characterized by a vision of architecture aimed at improving the workplace experiences of employees: an architecture where image and substance come together. This unique book, brilliantly designed by Massimo Vignelli, brings together all of the Benetton buildings, including plans, 500 color illustrations, superb photographs by Antonia Mulas, an interview with Luciano Benetton, and a chapter dedicated to Tadao Ando's Fabrica building.
It takes us on a journey from the first Benetton factory designed by Afra and Tobia Scarpa in 1964 up to the recently restored Gran Canal Monaco Hotel in Venice and the stunning Fabrica headquarters, the first major European project by Tadao Ando. The book is both a visual account of the history of Benetton architecture and a testimony of the Benetton culture.
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