Benetton: The Art of Knit
Tourists emerging from the Broadway/Lafayette subway station in New York’s Soho were in for a shock this fall: Perched atop an old garage behind the BP gas station were two life-sized mannequins, clad in knitted wool and engaged in a rather un-family friendly act. (New Yorkers, used to such things, weren’t particularly fazed.) The artwork was part of the Lana Sutra series by Fabrica artist-in-residence Erik Ravelo, and it was commissioned for a Benetton pop-up shop that opened in the space this past September and closes at the end of this month. But once you stepped inside the 2,200-square-foot garage, you realized that though the knit sculptures were the attention-grabbers, the space was actually full to the brim with ingenious objects that offered clever takes on color and wool, created by the young talents at Fabrica — Benetton’s Treviso, Italy–based designer-in-residence program — under the creative direction of Fabrica’s design head Sam Baron and Benetton’s brand-new creative director You Nguyen. “The concept was to adapt Benetton’s DNA to a more modern vision,” says Baron.
If you were alive in the ’80s, you know that that DNA tends heavily towards color and knit, so the space was organized in homage to that by hue and unified by an especially enthusiastic devotion to wool — ceramic vases atop customized bobbins, vinyls depicting pinking shears or stitch diagrams, and everyday objects wrapped in the stuff (hair dryers, skateboards, scooters, inner tubes, snorkels, saws, kitchen utensils, basketball hoops, and more.) “Benetton has always been really democratic so the idea was to not just have young designers doing fancy shelves or glass pieces with wood inside, which are more like gallery items,” says Baron. “So we decided to mix in very basic objects, which also gave the whole thing a sense of humor.”
The idea was also to showcase the various talents at Fabrica. The beauty of the design think tank is that its designers come from totally different backgrounds, are of all different ages, and specialize in different media. In the shop, this translated to an incredibly diverse array of objects — some 3-D, some graphic, some functional, some conceptual, but all insanely covetable. Everything is for sale, so if you can make it by the shop by the end of the month, you might be able to take a piece home. If not, here’s a look at what was made for the short-lived but much-loved pop-up.