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Ermenegildo Zegna in China
Ermenegildo Zegna has opened its first global concept store in China, designed by Peter Marino. Located on Huai Hai Road, this is the largest concept store in Asia, with an area of 726 sq meters for luxury retailing. The facility is the fifth concept store created by Marino for Ermenegildo Zegna, and it has a VIP room for personal shopping. The designer has used high-quality materials, evoking the values of the brand, such as integrity and modern style. The fabrics created since 1910 at Lanificio Ermenegildo Zegna in Trivero were a fundamental inspiration for the design of the global stores; the spirit and history of the Zegna brand are directly reflected in the sand-blasted glass facade of the buildings, with backlit mirror strips that represent chalk-stripe fabric. The textile “adventure” also continues inside, in the windows, with metal wires that repeat the weave of the cloth, while the central staircase has an overlaid structure of woven stainless steel bars behind a wall of glass. A strip of marble crosses the floor, a reference to the border trim of Zegna fabrics, that guarantees the authenticity of every piece. Nature and technology harmoniously blend with design, thanks to a masculine but natural color range, with wood and stones as well as giant LCD screens in the windows offering images of the collections. An exclusive characteristic of the Shanghai store is the VIP room, with stucco work and silk carpets in gold tones, where clients can enjoy personal style consulting services, the kind of personalized care that has made Zegna famous all over the world. One wall is decorated with an original print by the Italian photographer Mimmo Jodice, showing looms at work. www.zegna.com.