Events & Brand Activation
14 of October, 2010
To celebrate the centenary of Ermenegildo Zegna is more than the celebration of an acclaimed brand. It is the force of a coherent family history that gives meaning to all the work. The excellence in every respect has been the most important objective of this family during these 100 years. The vision of the founder Ermenegildo Zegna, a pioneer in textile technology and philanthropist who paved the way for the next four generations and allowed to Zegna a leading global luxury brand.
Thus, similarly to what happened all over the world, the brand celebrated this emblematic date with a cocktail dînnatoire in Lisbon on 14 October. This celebration was marked by two stages: first in the store where the guests could see the first part of Centennial Exhibition, consisting of two structures with images and objects that show how Ermenegildo Zegna developed and revitalized the concept of excellence while remaining true to the philanthropic values of brand. The first 2 structures respectively, The Mind (founder’s vision for the brand) and The Hand (process of selection of natural fabrics and full control of production) were placed on the Avenida da Liberdade store.
The second moment occurred in the Terrace of the Hotel Tivoli with the second part of the exhibition: the third and fourth structure respectively, The Style (classic unmistakable style and elegant supported by the great know-how) and The Environement (respect for the patent environment in the brand since its origin with Trivero factory, Italy). The cocktail was accompanied by a lively atmosphere by a DJ and a jazz performance.