With the opening of the new Playlife concept store in Milan on March 2nd, the programme of inaugurations of the Benetton Group’s most innovative brand continues. After Treviso and Bologna, coming weeks will also see openings in the historic centres of Turin and Trieste. It was just a few weeks ago that Playlife introduced its new look with the opening of the first concept store as well as the creation of a retail space designed to transform the shopping experience into an exciting, enjoyable and friendly one. Alessandro Benetton, the driving force behind this new brand direction, is closely involved with development of the project, and, as he recently stated during the presentation of the Autumn-Winter 2012 collection to the sales force, the Group will give maximum support to further new openings in Italy and abroad. The Playlife project will see the revamp of many of the 130 existing stores in Europe and continue to search for new spaces and locations. The new Playlife seeks authenticity and originality which is seen through the clothing collections; from timeless elegance of Playlife, to Jean´s West Italian denim since 1974 to Killer Loop´s urban tech wear for city life... Playlife´s emphasis on research can be seen in the carefully selected assortment of accessories, gadgets and products, such as Heidi Ritsch belts (in rubber recycled from tyres), folding bicycles from Dahon, creative cameras from Lomography and Polaroid, as well as shoes, bags, backpacks, eyewear and travel books. Different products are selected for each season, based on their history as quality brands and their innovative content, especially in terms of recycled materials. Alongside the development of the new multi-brand’s retail spaces and products is the launch of the website: www.playlife.com, portraying the multi-faceted Playlife world.