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First chapter of Villa Zegna unveiled in Shanghai

 

Zegna, the esteemed Italian company founded by Ermenegildo Zegna has unveiled the first chapter of Villa Zegna in Shanghai.

This project aims to provide consumers and industry insiders with an immersive experience reflecting the beauty and uniqueness of Oasi Zegna’s 100 sq km of natural territory in Piedmont, Northern Italy, where the company is based. The one-week event offers unprecedented insight into the vision of Ermenegildo Zegna, who, in the 1930s, planted over half a million trees and constructed a panoramic road connecting the two sides of the mountainous landscape near Biella, now home to Oasi Zegna.

This manifesto emphasises that Oasi Zegna, as a mindset, is expanding globally. Serving as the foundation of Zegna’s values, Oasi Zegna is a unique model of social and environmental awareness that has guided the brand for over a century. Inspired by this vision, ‘Villa Zegna’ was conceived as a global concept set to travel to various markets, sharing the brand’s story uniquely and adding new dimensions with each chapter.

Debuting in Shanghai, in the vibrant Middle Huaihai Road neighborhood, the installation recreates a real oasis of linen, inspired by the Spring/Summer 2024 collection show set. ‘Villa Zegna’ will be a one-week event, welcoming guests by invitation only, offering an experience that transcends mere product display.

Spanning three floors, the installation seamlessly integrates the founder’s vision, the brand’s history, and the fabrics that have made Zegna the leading menswear brand in the world. Guests embark on a journey through the linen oasis before arriving at the apparel collection floor. This natural sanctuary within the metropolis celebrates Oasi Lino, Zegna's fully traceable fiber and fabric, pivotal in the brand’s summer collections since 2024.

The top floor features a dedicated space transformed into an exclusive, relaxing private lounge. Here, select clients can enjoy a tailor-made shopping session with exclusive products unavailable in the usual retail network. This personalised approach offers the premium community an opportunity to immerse themselves in top luxury.

Following the inauguration of the first Zegna Caffè worldwide in Shanghai’s Taikoo Hui, a Zegna Caffè pop-up will be available for guests to enjoy a moment of relaxation.

 

 
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