On May 23th, 2024, the ZEGNA brand launched a new initiative called VILLA ZEGNA in Shanghai. The event, inspired by founder Ermenegildo Zegna’s home at Oasi Zegna, offered guests the opportunity to immerse themselves in a multi-sensory exploration of the ZEGNA world. VILLA ZEGNA reflects the brand’s new approach to connecting with customers through emotional experiences.
The week-long initiative offered access to the vision of ZEGNA, which planted more than half a million trees and built a panoramic road in the 1930s. The event was divided into three floors, linking the founder’s vision, the brand’s history and ZEGNA’s famous fabrics. The top floor has been transformed into a private lounge for personalised shopping sessions with exclusive products.
There is also a ZEGNA Caffè pop-up, offered guests moments of relaxation and featuring the brand’s heritage logo. During the week, ZEGNA hosted exclusive dinners with global ambassadors such as Mads Mikkelsen and Wu Lei to celebrate VILLA ZEGNA and the new Oasi Lino Spring/Summer 2024 campaign.
All photography courtesy of ZEGNA
