Benetton’s survival guides
Benetton is holding an exhibition at London’s Design Museum and silmultaneous shows across its London, Milan, Barcelona and Paris stores inspired by the its recent Colors magazine trilogy.
Colors, which is created and published by Fabrica, Benetton’s creative unit, recently published its survival guide trilogy, intriguingly titled Happiness, Shit and Transport.
The Transport issue looked at sustainable and alternative methods of travelling, while the Shit issue looked at, well, poo. As the magazine says, around two thirds of the world’s population do not have a toilet or latrine and intestinal viruses kill more people each year than AIDS, malaria and tuberculosis put together.
In the words of Colors, ‘Poo can be a weapon of mass destruction and biological pollution, but it is also a fuel or a fertiliser; it can warm us, feed us and heal us. It is the most underrated resource in the world and it can save our lives.’ Hmm.
Happiness, the final part of the trilogy, is being launched at the Design Museum exhibition, and examines the different global approaches to joy - from neuroscience to plastic surgery to Prozac to positive psychology.
Accompanying the Design Museum show will be simultaneous exhibits at Benetton’s recently revamped London, Milan, Barcelona and Paris stores.
The stores will host video and animation projections in their Benetton live windows, multimedia screens developed by Fabrica.
Happiness and Other Survival Techniques is at the Design Museum, Shad Thames, London SE1, and Benetton’s flagship London, Milan, Barcelona and Paris stores until 13 April.