About Benetton - Cultural and Social Activities
A bridge between Culture and Society
The Benetton Group has long been involved in a series of cultural, social, artistic and sporting activities. Some of these, such as the Benetton Foundation, which focuses on issues relating to the preservation and promotion of the local culture and landscape heritage, reflect the strong links which the Group has traditionally maintained with its territorial roots. The territorial ties are also an important component of Benetton’s approach to sport. From its involvement in rugby, volleyball and basketball, to its historic victories in Formula One, the Group promotes not only the quest for competitive excellence, but an important social element focusing on participation.
Others reflect the Group’s international outlook, such as the Leleque Museum under the patronage of Benetton in Patagonia or the Pivano Library. Always with an international spirit, open to research and a desire of documentation, are Fabrica, Benetton’s communication research centre, and Colors, the magazine about the rest of the world.The social commitment of the Benetton Group has been developing for decades thanks to the strong relationship and cooperation with renown international non profit organizations.
Fabrica
Fabrica is Benetton’s communication research centre,
created in 1994 from Benetton’s cultural heritage. It is
located in Italy, near Venice, in a complex which Tadao Ando
restored and enlarged.
Fabrica’s challenge is both an innovative and international
one. It is a way of marrying culture and industry, using a form of
communication which no longer relies only on the usual kinds of
advertising, but conveys industrial culture and the company’s
intellect through other media: design, music, cinema, photography,
publishing, the Internet. Fabrica has chosen to back the hidden
creativity of young artists/researchers from all over the world.
Following careful selection, they are invited to develop concrete
communication projects under the direction of some of the main
players in these areas.
In presenting the Fabrica: Les Yeux Ouverts exhibition in autumn 2006, the Pompidou Centre, one of the world’s foremost cultural bodies, expressed its respect and appreciation for Fabrica’s work. Following the attention shown to this project by international media and the high number of visitors, the exhibition has become a wandering project, it was presented at the Triennale in Milan during summer 2007 and was hosted from 19th October to 11th November 2007 in China, at the Shanghai Art Museum. From 18th January to 2nd March 2008 "Fabrica: les yeux ouverts" was hosted at the Shiodomeitalia Creative Centre in Tokyo.
For more info see About Fabrica
Colors
Established in 1991 with the premise that diversity is positive
but that all cultures have equal value, COLORS is a magazine, who
since its beginning has continued to stir public attention, often
considered a unique point of reference, because of its pictures and
discussed themes.
Pictures are, above all else, COLORS' expressive medium: a method
that is universal and reaches the greatest number of people with a
strong, immediate impact. Using this visual language, COLORS'
themes alternate between the challengingly serious, such as
ecology, wars around the world, the fight against aids, and the
frankly frivolous such as shopping, fashion, toys, but each is seen
from an unconventional, irreverent perspective. Distributed in 40
countries, 3 editions, published in 4 languages.
For more info see www.colorsmagazine.com
Social
Benetton has proven a tangible action to the company’s commitment to ethical values, with a multi-ethnic approach, respect for the environment and support of human rights. This action has been growing throughout the years thanks to a strong collaboration with numerous renown international non profit organizations. Benetton worked with Jane Goodall, renowned primatologist and United Nations Messenger of Peace on the 2004 communication campaign dedicated to the protection of primates who are endangered species, photographed by James Mollison.
In the previous years Benetton worked with the World Food Program, the United Nations agency, to face the theme of world hunger (2003), with the United Nations Volunteers, in occasion of the International Volunteers Year (2001). Together with UNHCR (United Nations High Commission for Refugees) Benetton developed a campaign (1998) to generate solidarity towards refugees of the war in Kosovo. The company also supported SOS Racisme in aid of the poorest African Countries and the Associazione per la Pace in aid of war victims in Bosnia Herzegovina, collaborations that led to other projects, in particular Benetton's anti-racist institutional advertising campaign of the three hearts (1995), and has also supported Caritas Switzerland and the International Federation of the Red Cross promoting the Clothing Redistribution Project (1993).
The social commitment goes beyond the campaigns, as other important cooperations include: the celebration of the World Braille Day (January 4th 2002), with the World Blind Union; the production of the international communication campaign for the 50th anniversary of the Declaration of Human Rights, in collaboration with the United Nations (1998), the realization of the symbol of the first international world food summit, held in Rome in November 1996, promoted by FAO (Food and Agriculture Organization), a charity in favour of War Child (1995). Benetton also promoted several initiatives with LILA, GAPA, and the Gay Men's Health Crisis to tackle the theme of Aids.
Ponzano Children
Benetton has always held strong links with its town of origin
and was keen to offer its help in creating a children’s
centre. Its purpose is to provide an essential service which will
improve the quality of life and work of the Group employees, and
give support to the community.
In planning an educational facility aimed at excellence, and
conscious of the ethic and social role of its corporate culture,
Benetton Group placed great importance on social interaction,
research and the wellbeing of the community and therefore appointed
Reggio Children as the pedagogic consultant for the new school. The
centre was designed by Alberto Campo Baeza, an internationally
renowned Spanish architect.
For more info see Press Release
Benetton Foundation
The Benetton Foundation, established in 1987, promotes
initiatives on both international and local levels, with the aim of
safeguarding and raising awareness of natural heritage. It also
organizes multiple initiatives at its headquarters which is
comprised of two prestigious historic buildings. The main field of
scientific activity concerns the knowledge, study and management of
landscape.
During the year, the Foundation organizes seminars, short courses,
study trips and experimental workshops. Moreover, a campaign of
study and publications is organized on a site designated by an
international jury who then awards the International Carlo Scarpa
Prize for Gardens. In this field of research and experimentation,
the Foundation collaborates to the construction of a new-concept
European university.
In the Palazzo Caotorta, the Benetton Foundation also boasts a
comprehensive documentation centre, comprised of a library which
contains more than sixty thousand volumes, maps and images archive.
It has received some important donations: the works of Lino Bianchi
Barriviera, one of the great engravers of 20th-century Italy; the
libraries of Ippolito Pizzetti and Fernanda Pivano; and Gaetano
Cozzi’s house.
Moreover, in the Palazzo Bomben the Foundation has exposition rooms
and an auditorium where it organizes cultural, scientific, artistic
and musical events, devoted particularly to the city and the youth
and school world.
For more info see www.fbsr.it
Leleque Museum
Under the patronage of Benetton in Patagonia, the Leleque museum was inaugurated as the result of the will and passion of both Pablo Korchenewski, who has devoted an entire lifetime to collecting artefacts of Patagonian populations, and of Carlo Benetton. It is the first and only such structure dedicated to the history of Patagonia. More than 15,000 exhibits, including archaeological remains, testimony, documents and photographs narrate 13,000 years of history and culture of a mythical land. The Leleque Museum narrates the experience of indigenous peoples and immigrants in Patagonia, the changes undergone by the societies living in the territory and the relationship between different ethnic groups. Their conflicts, beliefs, and religious rites are some of the issues approached in this long history.
For more info see www.benetton.com/patagonia
Sport
Benetton Group has for many years sponsored the Rugby, Basketball and Volleyball teams in Treviso, highlighting Benetton's profound link with its roots and its hometown in a context that is not only competitive but also social. For the Group, sport and business have the same philosophy: passion, challenge, competition and results. Over the years this has translated into numerous victories, thanks to which Benetton Rugby has collected 13 league championships, Sisley Volley 9 and Benetton Basket 5. VerdeSport SpA links all these societies, managing the coordination and organization of all the events, mostly meant for the sport youth. 'La Ghirada', a real city of sport in Treviso, was realized with the purpose of practicing together: amateurs, professionals or simply sport lovers.