Zegna Unveiled The First Chapter Of Villa Zegna In Shanghai

Lara Mansour   |   11-06-2024

This May, Zegna invited clients and esteemed guests to join them in Shanghai for an exclusive experience as it introduced the first Villa Zegna project to the world.

Inspired by the houses founder Ermenegildo Zegna, and the Oasi Zegna; the the 100km2 natural territory in Piedmont, Northern Italy, created by Zegna, Villa Zegna invited guests to embark on a multi-sensory exploration of the world of the Italian menswear brand. 

This new concept which is set to travel to other key cities around the world, reflects Zegnas new approach of interacting with its customers, offering them immersive experiences that foster emotional connections to the brand. The one-week event provided unprecedented access to the vision of Ermenegildo Zegna, who, in the 1930s, planted more than half a million trees and built a panoramic road connecting the two sides of the mountain landscape in the area where Oasi Zegna stands today. 

During the week, ZEGNA hosted a series of exclusive dinners to bring together the brands closest friends, including its Global Ambassadors – Mads Mikkelsen and Wu Lei, opinion leaders, innovators, celebrities, top customers. Also present was the brands Artistic Director, Alessandro Sartori, whose vision comes to life through this project. 

The event was held in the vibrant heart of the city and nestled in the bustling neighbourhood of Middle Huaihai Road. A real oasis of linen—inspired by the SS24 Zegna show set—spread inside a building that has been transformed into Villa Zegna” for the occasion. For just one week, and by invitation only, a unique experience far beyond the product was offered.

VILLA ZEGNA” consisted of three floors, seamlessly blending the vision of the founder, the brands history and the fabrics that made ZEGNA the leading menswear brand in the world. Guests are taken on a journey through the oasis of linen before arriving at the floor dedicated to the products and creativity of the garments.