Zegna Brand
Zegna Brings “Villa Zegna” To New York - The Legend Of Il Conte
Luxferity, 10.09.2024
Zegna Brings “Villa Zegna” To New York - The Legend Of Il Conte
ZEGNA brings the “VILLA ZEGNA” experience to New York City. “VILLA ZEGNA” is inspired by the original house of the Founder, Ermenegildo Zegna, and is located within Oasi Zegna in the Italian Alps, just a few minutes from the Zegna Wool Mill. This wasn't just Ermenegildo Zegna’s home in Trivero, it was also his inspiration and the place where everything was conceived.
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“VILLA ZEGNA” is a global concept that travels to different markets, allowing the brand to share different chapters of its story in each country, while unveiling the legacy that the Founder created. The journey started in Milan during Salone del Mobile with the launch of the book: Born In Oasi Zegna. It tells the story of Ermenegildo Zegna’s vision: in the 1930s, he 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 – the 100km2 natural territory in Piedmont, northern Italy, and the home of ZEGNA’s values – stands today. As well as the launch of the book, ZEGNA also officially donated the new flowerbeds in Piazza Duomo to the City of Milan, marking the beginning of a project that aims to create new Oasi Zegna destinations around the world.
The first chapter was in Shanghai on 23rd May, with the unveiling of “VILLA ZEGNA: An Oasis Of Linen”. The second chapter is New York: THE LEGEND OF IL CONTE and focuses on Ermenegildo Zegna’s journey to America in 1938.
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Driven by a pioneering spirit, the Founder wanted to establish his amazing fabrics, which were already very well known in Europe, in the largest economy in the world: America. So, he boarded a transatlantic liner, the SS Rex, to New York City to meet the Italian tailors whom he regarded as the "best ambassadors of ZEGNA fabrics". To commemorate this occasion and to strengthen the bonds with these artisans, he organised a gala dinner in 1938 in honour of Professional Italian Tailors of America – an event that became a symbol of a lasting partnership and the beginning of the ZEGNA legacy in the USA.
Located on the Upper East Side, “VILLA ZEGNA” honours the legacy of Count Ermenegildo Zegna of Monte Rubello, who was bestowed this noble title for the legacy he created as an entrepreneur, philanthropist and businessman.
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With this spirit in mind, an iconic Manhattan building has been transformed into the original house of ZEGNA’s Founder. For just one week, and by invitation only, enjoy a unique experience that extends far beyond products. Consisting of three floors, the customer will move through the story of that first trip to New York City, into Oasi Zegna, then Ermenegildo Zegna’s office, followed by the dining room of Villa Zegna, and finally, to a floor of ZEGNA’s most exclusive collections. “VILLA ZEGNA” allows guests to embark on a multisensory journey of exploration and reflects ZEGNA’s new approach of interacting with its customers, offering them immersive experiences that foster emotional connections to the brand.
A dedicated private lounge will host selected clients, who can experience a tailor-made shopping session with exclusive products that are not available in the usual retail network, as well as personalised versions of the new “Il Conte” jacket. Meaning ‘Count’ in Italian, “ll Conte” pays homage to the Founder.
Révélation
During the week, ZEGNA will host a series of exclusive dinners, gathering the brand’s closest friends, opinion leaders, celebrities, top customers, tastemakers, and press to celebrate this exciting moment and encourage guests to immerse themselves in the legacy of ZEGNA’s Founder.
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