Italian fashion house Zegna opens first lab in NYC, US

The space is designed for changeability and will evolve over the course of each year, creating a new look and feel every month. This allows the Lab to highlight special collections, new launches and capsules and exclusive products redefining the customer journey and creating a hub for creativity and customer centricity.

“To foster community in its new downtown home, Zegna is partnering with neighbouring businesses to curate a selection of local experiences, which celebrate the true soul of Soho. The world has changed over the past year and a half and people are looking for more meaningful and unique experiences. Connecting local businesses and creating a sense of community in the neighbourhood was an important element to Zegna when dreaming up the Lab that has been conceived as an evolutive new retail format,” the company said in a media release.

The space has the ability to adapt to any visitor, including creating an atmosphere that suits their preferences. Furthering the Lab’s immersive experience is a Zegna curated rotating record collection inclusive of vintage vinyls and playlists from local DJs, selected monthly by the Artistic Director Alessandro Sartori. The record collection communicates the discerning taste and appreciation of quality and culture of the Zegna man.

Moving into the vibrant and artsy Soho neighbourhood signifies an important moment for the 111-year-old heritage brand. “The focus is to work with a more modular approach, evolving constantly to follow customers’ emotions and then creating every time a new atmosphere to fit their moments with dedicated choices,” said Zegna’s artistic director Alessandro Sartori.

Fibre2Fashion News Desk (KD)