Zegna Unveils The First Chapter Of “Villa Zegna” In Shanghai
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Villa Zegna offers visitors an oasis of linen to enjoy in China
Zegna has unveiled the “Villa Zegna” experience in Shanghai, inspired by founder Ermenegildo Zegna’s home in Oasi Zegna, Piedmont, Italy. This exclusive, invitation-only event offers a multi-sensory exploration of Zegna’s world, reflecting the brand’s innovative approach to customer engagement through immersive experiences designed to foster emotional connections.
A Quick Transformation
For one week, “Villa Zegna” transformed a building on Middle Huaihai Road into an oasis of linen, echoing the SS24 Zegna show. This temporary installation spans three floors, seamlessly blending the founder’s vision, the brand’s storied history, and its renowned fabrics.
Guests were invited to embark on a journey through a linen oasis, highlighting Zegna’s innovative use of Oasi Lino, a fully traceable fibre set to be certified by 2024. This sustainable material is a centrepiece of Zegna’s summer collections, showcasing the brand’s commitment to environmental stewardship.
A Thrilling Experience
The top floor of “Villa Zegna” featured an exclusive private lounge for select clients, offering personalised shopping sessions with products unavailable in regular retail. This bespoke approach allows premium customers to immerse themselves in a world of luxury and exclusivity.
Following the successful launch of the first Zegna Caffè at Shanghai Taikoo Hui, the event also included a Zegna Caffè pop-up, offering a moment of relaxation amidst the event’s excitement. 
History Remembered TodayThis innovative venture combines sustainability with forward-thinking design, featuring a cafè logo that pays homage to Zegna’s iconic 232 Road Brand Mark, symbolising the brand’s legacy and its Road to Tomorrow.
Throughout the week, Zegna hosts exclusive dinners, bringing together Global Ambassadors Mads Mikkelsen and Wu Lei, alongside influencers, celebrities, and members of the press. These intimate gatherings celebrate the “Villa Zegna” experience in Shanghai and the launch of the new Spring Summer 2024 Oasi Lino campaign, reinforcing Zegna’s dedication to craftsmanship, sustainability, and timeless elegance.
