Villa Zegna: A Private Club Pop-Up for Elite Clients.

Step into Villa Zegna, and you might momentarily forget you’re in New York City. Located within the Upper East Side’s Salon 94 gallery, this new experiential retail space transports visitors to Oasi Zegna, the former home of founder Ermenegildo Zegna in the Italian Alps, which now houses the brand’s wool mill and a forest originally planted by Ermenegildo himself.

However, as you spend more time there, the New York influences start to emerge. This space pays tribute to the founder’s first trip to the city in 1938. In the entryway, shelves display Ermenegildo’s original luggage from his New York journey, while the banquet hall features dishes and menu designs inspired by his gala dinner with prominent American tailors that same year. Other elements evoke a more European feel; for instance, the elevator is transformed into his Italian office, complete with his original notebooks. The second floor is filled with the earthy scent of moss, sourced from the actual Oasi Zegna forest. Overall, the space narrates the brand’s New York story, framed within its Italian origins.

The experience aims to immerse guests in the Zegna universe. “We’re here to share a chapter of the story that unfolds in New York,” says Edoardo Zegna, the chief marketing, digital, and sustainability officer, and one of CEO Gildo Zegna’s sons. “My goal is to enhance the brand’s desirability, and storytelling is my primary approach.”

On the next floor, Zegna clients can indulge in luxury. Beyond a rack of clothing—including a jacket from the original collection—guests enter a sort of showroom. Everything is available for purchase, with items exclusive to Villa Zegna and customizable to each client’s measurements.

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