11 of November of 2016
Ermenegildo Zegna unveils the newest store in London, situated on New Bond Street, one of the avenues that houses the world’s most prestigious luxury stores. The new store is Peter Marino’s 19th Concept Store, a luxurious space with 650m2, divided over four floors. One of the distinctive features of the new store, located in the same space where it opened the first Ermenegildo Zegna store in London in 1987, is the stunning façade that honors the English heritage and blends in naturally with the historic architecture of New Bond Street. The use of various shades of red and green marble on the facade offers a sense of depth, while the characteristic red bricks that line the top of the wall, the bow windows facing New Bond Street, and the 1950s vintage bar , unite in a felt homage to the heritage of British culture. The use of various shades of red and green marble on the facade offers a sense of depth, while the characteristic red bricks that line the top of the wall, the bow windows facing New Bond Street, and the 1950s vintage bar , unite in a felt homage to the heritage of British culture.
Capturing the soul of the Ermenegildo Zegna brand, metal wires are used on the windows, representing the warp and weft threads of the loom, architectural sheep heads are placed on the angular stones of the windows, while the bas-relief is inspired by the heads of sheep existing at Villa Zegna in Trivero, Italy. The new store reflects the brand’s long-term commitment to social and environmental well-being in terms of eco-sustainability.
The store was designed to create a virtual journey through the Ermenegildo Zegna world, conveying the history and DNA of the brand that accompanies the complete line of its luxurious men’s collections. Upon entering the Zegna World through the ground floor, guests are surrounded by the dark and natural tones of the entrance and by the vast selection of textile accessories and delicate leather pieces. The rich tones of the entrance complement the living color palette of the new space, specially designed by Peter Marino to receive the Zegna ready-to-wear collection, where more casual tailoring and sportswear luxury pieces coexist harmoniously. This space, a novelty in the concept stores of Peter Marino, is characterized by pieces polished in pink wood with a rustic touch design and with oak finishes mixed with ivory.
The new store experience continues on the first floor where light colors prevail and the walls have finished oak and three-dimensional plaster. Dedicated to the more informal clothes pieces and acessories, this area and the furniture, including the Afra and Tobia Scarpa chairs, and a coach, take advantage of natural light from windows.
Moving up to the second floor, the staircase functions as the central circulation zone, assuming itself as the main visual point, with an open design and ebony oak tops and, at the bottom, polished metal rods suspended and supported by led lights. The second floor mirrors the sophistication of Ermenegildo Zegna’s classic tailoring where the customer is greeted in a sumptuous space designed to reflect the elegance of the pieces. The same floor also receives the Ermenegildo Zegna Couture collection in a area dedicated where the traditional brand expertise and the heritage finds industry references thru the skillful use of unique materials such as mahogany, ivory smooth oak or oiled black steel wrapped in a ivory trowel.
The third and last floor is divided into two distinct zones, both enhanced by the prominent bow window facing New Bond Street, along with the delicate marble gold fireplace and vintage bar from the 1950s, all evoking the mood of a British gentlemen’s club. With precious pieces of art that reflect the heritage of the brand and its consistent support for the arts, this floor houses the exclusive Su Misura service and has been decorated to create a private and intimate space. The new shop on New Bond Street also hosts works of art by artists Giovanni Caccamo and Frank Thiel that depict a part of Zegna’s history, such as the Caccamo photograph of Oasi Zegna, the natural park that surrounds Trivero, or the reference to elements the DNA of the brand, such as the looms present in the Thiel piece. It is, however, the South African artist William Kentridge’s Dare / Avere (2016) tapestry that catches the eye while guests enjoy the intimacy of the Zegna experience.
Specially commissioned by ZegnArt to be part of the permanent collection of the new store, the 250x360cm tapestry was made with mohair yarns in an interpretation of the history and values of Ermenegildo Zegna; an image of the brand’s centennial progress, captured through the junction of arts, traditions, places, experiences, and gestures that immediately intrigue the observer. The opening of the London store precedes the openings of Milan, New York, Osaka, Hong Kong, Shanghai, Hangzhou, Beverly Hills and Tokyo, and is the result of a furtuit partnership between Zegna and architect Peter Marino, whose design reflects quality of materials, integrity and modern style of the brand throughout the space. Equally worthy of distinction is the Fifth Avenue store in New York, which received the Merit Award for Architecture from the American Institute of Architects New York State in 2008.