‘Villa Zegna’ – An Immersive Exploration of Heritage and Innovation in Shanghai
ZEGNA Unveils a Multi-Sensory Journey Inspired by Ermenegildo Zegna's Vision
In an exquisite fusion of heritage and contemporary design, ZEGNA introduces the “VILLA ZEGNA” experience to Shanghai, drawing inspiration from the original home of its founder, Ermenegildo Zegna, located in Oasi Zegna, Northern Italy. This exclusive event, nestled in the bustling neighborhood of Middle Huaihai Road, offers invited guests a unique opportunity to delve into the world of ZEGNA through a meticulously crafted, multi-sensory exploration.
“VILLA ZEGNA” represents a new paradigm in customer interaction, creating immersive experiences that forge deep emotional connections with the brand. The one-week event grants unprecedented access to the ethos of Ermenegildo Zegna, who, in the 1930s, transformed Oasi Zegna into a verdant sanctuary by planting over half a million trees and constructing a panoramic road through the mountainous landscape.
The Shanghai edition of “VILLA ZEGNA” transforms a city building into an oasis of linen, echoing the SS24 ZEGNA show set. Spanning three floors, the space seamlessly blends the founder’s vision, the brand’s rich history, and the luxurious fabrics that have cemented ZEGNA’s status as a leader in menswear. Guests embark on a journey through a flax field, celebrating Oasi Lino, ZEGNA’s fully traceable fiber, before arriving at a floor dedicated to the creativity and craftsmanship of ZEGNA garments.
On the top floor, a private lounge offers a serene retreat where select clients can enjoy tailor-made shopping sessions with exclusive products unavailable in standard retail outlets. This personalized approach allows premium clientele to experience the pinnacle of luxury in an intimate setting. Complementing this luxurious experience, the ZEGNA Caffè pop-up invites guests to relax and indulge in a space that marries sustainability with innovation, paying homage to ZEGNA’s iconic 232 Road Brand Mark.
“VILLA ZEGNA” in Shanghai exemplifies how the brand is expanding its legacy, offering a dynamic and immersive experience that honors its roots while looking towards the future.
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