Located in Irkutsk’s main shopping street in the old town, the new Benetton store sits amongst the late- nineteenth century architecture typical of this part of the Siberian city, which features an alternation of extremely simple buildings with more accentuated parts, blending styles borrowed mainly from the European Belle Epoque. The contrasting styles are drawn harmoniously together by the alignment of the stringcourses and eaves, which adapts to suit each individual building.