The choice of social topics, the collaboration with organisations specifically committed to solidarity and the support for causes that otherwise would not have found a voice on a global scale, have given the Benetton brand meaning and value, helping to establish a serious ongoing dialogue with customers all over the world.
Since the campaigns of the 1980s, Benetton Group’s communication has evolved along a definite and coherent path: from stance on social issues, to active collaboration with organisations committed to solidarity. Importance has always been given to the commitment of individuals around the world as the primary mechanism for motivating society as a whole.
Established in 1994 from a vision of Luciano Benetton and Oliviero Toscani, it is based in Treviso, Italy, in a space of magical architecture restored and augmented by Tadao Ando.
A renaissance-inspired, learning-by-doing approach, where curious, restless, ambitious, generous, free-thinking talents from all over the world experiment contemporary communication through a constant contamination between different disciplines, such as photography, video, graphics, design, fashion, writing, music, digital and performance.
Local communities: territory, training and quality of life
Active and responsible attention to the needs of the community and of individuals is borne out by Ponzano Children, the children’s centre for pre-school children and babies, a state-of-the-art facility both in terms of its architectural design and its educational model, which offers a quality pedagogical service in the Treviso area.
Prominent in this context are the activities of the Fondazione Benetton Studi e Ricerche, which since 1987 has been working specifically in the area of safeguarding and promoting cultural and historical heritage. Its particular attention to the “good management of places” indicates the Group’s responsible concern for protecting the landscape and the environment.
Sport is another direct channel of communication with the community, as well as a means towards a better quality of life. Thanks to the Benetton family’s passion for sport, the Group’s concerns now also include thousands of young people introduced to sporting activities each year through the youth rugby sector. There is also the sport city, La Ghirada, open to all sports enthusiasts, in addition to the Palaverde multi-purpose facilities for hosting sporting events, as well as concerts, shows and cultural occasions.