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Zegna’s Takes Digitalisation to Its Outlets


Image: Zegna

In 1910, Ermenegildo Zegna established his namesake vogue model within the mountains of Piedmont Northern Italy, constructed on the pure territory’s purposeful rules and group ethic. Fast ahead to over a 110 years later and Zegna has turn into synonymous with Italian luxurious. Its legacy has been upheld by Ermengildo’s household, who’ve stored the model alive by means of years of thought of reinvention.

In December of 2021, it was introduced that Ermenegildo Zegna shall be present process a rebrand — adopting a singular title, Zegna, and modernising their brand. According to Zegna, the change in branding goals to “have fun our household heritage whereas trying ahead with an ownable and tightly outlined aesthetic and angle.” Zegna’s minimalist rebrand pays tribute to the highway crossing Oasi Zegna, a nature park constructed by Patriarch Ermengildo in 1938 within the mountains of the Trivero Region.

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 highway that stretches again greater than a century,” stated the model in an announcement to the press. 

Zegna Outlets Rebrands Toward Digital Transformation

Zegna Paragon Store

Zegna’s Paragon Boutique, Singapore | Image: Zegna

This yr, Zegna sees itself rebranding their retailers to make clear the model’s function 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 atmosphere to town.

Zegna Singapore Store
Zegna’s Paragon Boutique, Singapore | Image: Zegna

Designed by Alessandro Sartori with Zegna’s in-house architects, the boutique displays the brand-new up to date type agenda. Perfectly mirroring Zegna’s dynamic path — which has led the model to a redefined Luxury Leisurewear wardrobe — the brand new boutique spans 725 sq. meters, that includes a progressive spin on custom and craftsmanship to satisfy the trendy man’s type wants. Developed throughout a single ground, the house is characterised with iconic parts harking back to the flagship shops in Milan and Rome that includes two inexperienced traces; one in every of Serpentine and Alps that run by means of travertine, and run alongside an area of sunshine and heat tones, creating a contemporary but reassuring temper. Customers are in a position to get the chance to find and discover Zegna’s trendy icons such because the Triple Stitch™ Sneaker and the Overshirt designed to replicate the up to date man’s type attitudes and behavior. In the entire Made to Measure space of the shop, prospects also can envision a personalized wardrobe throughout all classes, from Luxury Leisurewear to Modern Tailoring of sartorial excellence, all whereas immersed in key design parts that includes Campanino 900 chairs by Levaggi and a desk with adjustable ft composition designed by Ignazio Gardella (1951) for Tato.

Zegna Singapore Store
Zegna’s Taikoo Hui Boutique, Shanghai | Image: Zegna

The model’s resolution to digitalise and improve their shops shouldn’t be unusual. In the altering retail local weather, manufacturers need to personalise and re-invent themselves as a extra tech-focused, absolutely customised firm to herald prospects. By together with digital signage, they’re in a position to talk higher with their customers and create a high-end retail expertise for them. It’s in a position to showcase promotions and collections in a neater method and serves as a sublime communication instrument that encompasses their model mission of staying up-to-date with the ever-changing business.

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 at least one assembly with a mode advisor to seize the essence of your character with a customized wardrobe. The new retailer exhibits a powerful dedication to artwork and design, combining trendy parts with touches of luxurious to create a sublime gallery showcasing their collections.

Zegna Shanghai Flagship Store Taikoo Li Qiantan
Zegna’s Taikoo Hui Boutique, Shanghai | Image: Zegna

The inside design employs a impartial color palette, with partitions adorned with ash wooden and 3D plaster moldings. The boutique is enhances by a cautious collection of design parts together with unrivalled up to date décor items and design masters, reminiscent of German-born architect Ludwig Mies van der Rohe’s Barcelona Couch and American designer Warren Platner’s 1966 Lounge chair. It creates an intimate environment that enhances the buying expertise when prospects can socialise snug and privately.

Zegna Shanghai Flagship Store Taikoo Li Qiantan
Zegna’s Taikoo Li Qiantan, Shanghai | Image: Zegna

Similarly, 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 collection of up to date masterpieces by Italy’s foremost furniture-makers and design masters like Italian architect and designer Tobia Scarpa and Gio Ponti.

Zegna Shanghai Flagship Store Taikoo Li Qiantan
Zegna’s Taikoo Li Qiantan, Shanghai Image: Zegna

Echoing Zegna’s efforts in sustainability, the Taikoo Li flagship retailer is infused with this spirit. Beyond their merchandise, prospects even have the chance to expertise Oasi Zegna first-hand in a scaled-down model of the character park thoughtfully replicated outdoors its authentic atmosphere. 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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