Ermenegildo Zegna redefines the way of shopping with its new fashion laboratory in NY
With the passage of the pandemic, our way of shopping changed drastically and although it is getting back to "normal" it is clear that nothing will be the same. Fact that forces fashion firms to reformulate their strategy for a more innovative one.
Fortunately, several brands have stepped up to quickly adapt to the new needs of consumers, including the Italian luxury brand Ermenegildo Zegna, which recently opened the doors of its Zegna Lab.
STEVE AOKI AND ERMENEGILDO ZEGNA WALK TOGETHER IN THESE LIMITED EDITION TRIPLE STITCH
A new way to shop
Located on Lafayette Street between Prince and Spring, in the heart of New York's Soho district, Zegna Lab will be a new retail store concept in which the customer experience is the protagonist and will evolve over time.
The way to buy will be more intuitive, since the space itself has the capacity to adapt to any visitor, including the possibility of creating an atmosphere that suits their preferences.
It has a large space of around 52 m², where each month we can find a different aspect along with special collections, new releases, capsules and exclusive products.
Inside, you will also be able to appreciate vintage vinyl and playlists by local DJs, selected monthly by Artistic Director Alessandro Sartor, who will convey the exquisite taste and appreciation for quality and culture of the Zegna man.
“The approach is to work with a more modular approach, constantly evolving to accompany the emotions of the clients and thus create each time a new atmosphere that suits their moments with dedicated options”, says Artistic Director Alessandro Sartori.
Likewise, for a more complete shopping adventure, Zegna has partnered with neighboring companies to organize a selection of local experiences, which celebrate the authentic essence of Soho and stimulate a community coexistence in its new home, which visitors will be able to appreciate while enjoying the Italian style and high quality of the firm.
The Zegna Lab experience has started and you can visit it from November 2021.