In an era where retail is rapidly evolving, United Colors of Benetton (UCB) India has emerged as a trailblazer—seamlessly blending physical and digital experiences to captivate the modern consumer. At its Spring-Summer 2025 (SS25) collection preview, UCB unveiled a groundbreaking Augmented Reality (AR) experience at its Linking Road store in Mumbai, setting a new benchmark for immersive retail storytelling.
Bringing Fashion to Life: The AR Experience
The AR initiative transformed traditional shopping into an interactive and emotionally engaging journey. By scanning a QR code, customers could use their smartphones to animate specific t-shirt designs and curated zones across the store. These animations brought static prints to life—a girl on a t-shirt blinked and applied mascara, smoke spiralled from a teacup as an illustrated girl took a sip, and a heartwarming hug between a girl and her dog sprang into motion.
One of the most striking installations was an AR tunnel within the store, where the collection’s bold prints created a surreal journey through digital art and fashion.
Strategic Execution and Customer Engagement
The success of this phygital experience lay in its meticulous planning and seamless execution. Key prints from the SS25 collection were identified and transformed into short, looped animations that retained the essence of the original artwork. An AR platform was used to build filters that detected specific t-shirt designs and designated store zones.
Strategically placed signage and QR codes prompted guests to engage with the AR zones, while trained staff ensured an intuitive and hassle-free experience.
The activation was a standout feature of the SS25 preview, drawing in media professionals, fashion stylists, and digital influencers. Their real-time interactions with the AR filters, widely shared across Instagram Stories and social media, organically amplified the campaign’s visibility and extended its impact well beyond the store.
Measurable Impact and Industry Recognition
The AR filter activation delivered impact across several fronts. It positioned UCB as a tech-forward, culturally attuned brand—offering not just fashion, but an experience. The interactive format encouraged longer dwell times, deeper product exploration, and heightened consumer curiosity.
Staff reported a noticeable increase in inquiries about featured items, especially those with animated designs—indicating a direct link between the experience and purchase interest.
The activation translated into tangible business results: products featured in the AR campaign saw a marked sales lift in the weeks following the launch. Store footfall increased significantly during the activation period, with many first-time customers drawn in by word-of-mouth and the novelty of the tech-led experience.
Ultimately, the campaign reinforced Benetton’s image as a brand that is forward-thinking, emotionally resonant, and aligned with the expectations of today’s digitally native, experience-driven consumers. This wasn’t just a marketing activation—it was a bold leap into the future of phygital retail.
Continued Innovation and Expansion
Continuing its journey of pushing the boundaries of fashion and retail innovation, UCB India remains committed to elevating the customer experience through dynamic store expansions and redesigns. The brand recently opened its largest store in Vijayawada, offering comprehensive collections across menswear, womenswear, and kidswear. Meanwhile, the South Extension store in New Delhi was redesigned to reflect a new interiors concept that blends innovation, aesthetic appeal, and customer-centricity.
UCB’s approach to integrating technology with fashion not only enhances the shopping journey—it sets a precedent for the next chapter in Indian retail.
“At United Colors of Benetton, we have always believed in pushing boundaries—not just in fashion, but in the way people experience it. At our Spring-Summer 2025 launch we wanted to go beyond fabric and silhouettes to create something truly immersive. The integration of AI into our press preview has redefined how people interact with our designs. From T-shirts that come to life to store façades transforming into dynamic visuals, this phygital experience represents the future of retail—where technology and creativity converge seamlessly. It’s not just about what you wear; it’s about how you experience fashion in an entirely new dimension. We are proud to be at the forefront of this movement, setting the stage for innovation that entertains, engages, and inspires,” said Ramprasad Sridharan, CEO & MD, United Colors of Benetton.
Winning at the Images Retail Awards 2025
The Benetton India team presented this breakthrough initiative to the esteemed jury at the Images Retail Awards 2025. As a result, the United Colors of Benetton store at Linking Road, Mumbai was honoured with the title: IMAGES Most Admired Retail Launch of the Year – Concept Store.
This recognition underscores the brand’s creative vision, strategic acumen, and customer-first ethos.
United Colors of Benetton India’s bold foray into augmented reality and phygital retail exemplifies how innovation and empathy can redefine the shopping experience. By breathing life into fashion prints and creating memorable, tech-enabled journeys, the brand has not only captivated its audience—it has set a new standard for experiential retail in India.
As UCB continues to innovate and expand, it remains firmly positioned at the forefront of transforming how Indian consumers connect with fashion—one immersive experience at a time.
