In 1910, Ermenegildo Zegna established his namesake style model within the mountains of Piedmont Northern Italy, constructed on the pure territory’s purposeful rules and group ethic. Quick ahead to over a 110 years later and Zegna has change into synonymous with Italian luxurious. Its legacy has been upheld by Ermengildo’s household, who’ve stored the model alive by years of thought of reinvention.
In December of 2021, it was introduced that Ermenegildo Zegna shall be present process a rebrand — adopting a singular identify, Zegna, and modernising their brand. In response to Zegna, the change in branding goals to “have a good time our household heritage whereas trying ahead with an ownable and tightly outlined aesthetic and perspective.” Zegna’s minimalist rebrand pays tribute to the street crossing Oasi Zegna, a nature park constructed by Patriarch Ermengildo in 1938 within the mountains of the Trivero Area.
This turning level got here simply earlier than a historic IPO which, in keeping with WWD, stands at round a market capitalisation of about 2.5 billion {dollars}. “As Zegna enters an thrilling new chapter in our historical past, we proceed alongside the identical street that stretches again greater than a century,” mentioned the model in an announcement to the press.
Zegna Retailers Rebrands Towards Digital Transformation
This 12 months, Zegna sees itself rebranding their retailers to make clear the model’s objective and spotlight their mission assertion whereas embracing the digital world. Their most up-to-date rebrand takes place of their Singapore flagship retailer in Paragon. Designed with an impactful exterior, the ground to ceiling LED wall façade brings buyer to Oasi Zegna, bringing the lightness and the liberty of the Oasi as an setting to town.
Designed by Alessandro Sartori with Zegna’s in-house architects, the boutique displays the brand-new up to date type agenda. Completely mirroring Zegna’s dynamic path — which has led the model to a redefined Luxurious Leisurewear wardrobe — the brand new boutique spans 725 sq. meters, that includes a progressive spin on custom and craftsmanship to fulfill the trendy man’s type wants. Developed throughout a single flooring, the area is characterised with iconic parts paying homage to the flagship shops in Milan and Rome that includes two inexperienced strains; one among Serpentine and Alps that run by travertine, and run alongside an area of sunshine and heat tones, creating a contemporary but reassuring temper. Clients are capable of get the chance to find and discover Zegna’s fashionable icons such because the Triple Sew™ Sneaker and the Overshirt designed to mirror the up to date man’s type attitudes and behavior. In the entire Made to Measure space of the shop, prospects can even envision a personalized wardrobe throughout all classes, from Luxurious Leisurewear to Trendy Tailoring of sartorial excellence, all whereas immersed in key design parts that includes Campanino 900 chairs by Levaggi and a desk with adjustable toes composition designed by Ignazio Gardella (1951) for Tato.
The model’s determination to digitalise and improve their shops just isn’t unusual. Within the altering retail local weather, manufacturers need to personalise and re-invent themselves as a extra tech-focused, totally customised firm to usher in prospects. By together with digital signage, they’re capable of talk higher with their shoppers and create a high-end retail expertise for them. It’s capable of showcase promotions and collections in a neater method and serves as a chic communication device that encompasses their model mission of staying up-to-date with the ever-changing trade.
Zegna sees to embrace this with the opening of two new flagship shops in Shanghai in 2021. In commemoration of their thirtieth anniversary in China, the brand new Taikoo Hui boutique — located within the Jing’an District — options Zegna’s newly upgraded “My Zegna Made to Measure” service, an modern and customisable expertise that begins with a one to 1 assembly with a mode advisor to seize the essence of your character with a customized wardrobe. The brand new retailer reveals a powerful dedication to artwork and design, combining fashionable parts with touches of luxurious to create a chic gallery showcasing their collections.
The inside design employs a impartial color palette, with partitions embellished with ash wooden and 3D plaster moldings. The boutique is enhances by a cautious choice of design parts together with unrivalled up to date décor items and design masters, equivalent to German-born architect Ludwig Mies van der Rohe’s Barcelona Sofa and American designer Warren Platner’s 1966 Lounge chair. It creates an intimate environment that enhances the purchasing expertise when prospects can socialise snug and privately.
Equally, the Shanghai Taikoo Li Qiantan, a brand new Zegna landmark within the Pudong District, shares the same design aesthetic. Newness and brightness fill the shop inside with a sequence of latest masterpieces by Italy’s foremost furniture-makers and design masters like Italian architect and designer Tobia Scarpa and Gio Ponti.
Echoing Zegna’s efforts in sustainability, the Taikoo Li flagship retailer is infused with this spirit. Past their merchandise, prospects even have the chance to expertise Oasi Zegna first-hand in a scaled-down model of the character park thoughtfully replicated exterior its authentic setting. The Oasi Zegna backyard in Taikoo Li is a strolling pathway, showcasing a number of totally different botanical species on the constructing’s terrace, mapping out the historical past of our nature reserve.
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