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Miami Benetton launches spring collection at South Beach party

Staff Writer

Benetton South Beach is doing an open-to-the-public launch for the 2014 spring collection.

From 2 to 5 p.m. customers can enjoy free Pinkberry froyo cups and Vita Coco refreshments while listening to DJ Dutch spin.

Then from 7 to 9 p.m. there will be Botran Rum cocktails and mini-bites while DJ DZA lays down the beats. Miami "style ambassadors" will be on hand (check out the poster to the left for names).

"Our Miami flagship is the perfect location to fete the summer collection as it is two blocks from the beach," Dennis Gleason, spokesman for United Colors of Benetton in an email from his New York office. "The new collection is well-suited to the easy South Florida lifestyle and is inpired by being near the coast and the water."

Guests will receive up to 20% off all purchases all day. RSVP to benetton@taraink.

The SoBe store - at 670 Collins Avenue - had a major makeover last year and has a different look from the rest of the Italian-based global retail chain.

"Yes, it is specially designed with the South Beach Art Deco neighborhood and the beach in mind," Gleason explains. "One of [a] kind for all of Benetton worldwide. Custom furniture for the store evokes the local architecture and pastel colors; beach boardwalk flooring; cabana-style elements and hand-painted murals of indigenous Florida palms decorate the walls."


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