International Women’s Day (Friday 8 March) is being marked by enormous digital canvasses in major cities across the world, courtesy of Benetton Live Windows.
Two videos highlighting different aspects of women in sociery are being shown on giant LCD displays in the retailer’s shop windows in Milan, Munich, London, Paris, Barcelona, Moscow and New Delhi. The largest of these, at the Piazza Duomo in Milan, features screen across four windows – an area of 100sqm – displaying 4K content.
Watch the Benetton Live Windows video here
Benetton Live Windows was conceived as an alternative to traditional shop windows and mannequins; instead, compelling digital content acts as the first point of contact with passers-by. The project won the Gold Apex Award in the Retail category at Display Screen Expo in Las Vegas in 2012.
Both videos have been endorsed by UNRIC, the European office of the United Nations. In one, entitled Tutta la verità (‘All the Truth’) – pictured – a woman’s nails scratch a purple surface to reveal a white and red background containing dramatic statistics about women. In the other, women form an unarmed but invincible army – modelled on the terracotta army of Xian – whose strength lies in its awareness of self and one’s value.
The videos have been released by Fabrica, the Benetton Group’s communications research agency, which also created the Live Windows project.