Zegna Store in Taikoo Li, Shanghai Photo: Courtesy of Villa Zegna

After bringing Villa Zegna to Shanghai in May 2024, the private pop-up club format continued its journey to New York in September 2024 and Dubai in June 2025, allowing the brand to share its story and add new layers to each chapter. Inspired by the original home of Founder Ermenegildo Zegna located in the Oasi Zegna, a 100-square kilometer natural territory in Piedmont, Northern Italy. Villa Zegna allows invited guests to embark on a multisensory exploration of the brand.  

Villa Zegna reflects the brand's new approach in interacting with its customers, offering immersive experiences that foster emotional connections with the brand. The event provided, over the course of a week, unprecedented access to the vision of Zegna, who in the 1930s planted over half a million trees and built a scenic road connecting both sides of the mountainous landscape in the area where Oasi Zegna now stands. The manifesto, "The second-best thing we do is clothing; The first is Oasi Zegna," was presented during the launch of the book Born in Oasi Zegna at the 2024 Milan Design Week, affirming that Oasi Zegna is not just a physical place, but a mindset that is expanding globally.  

As the cradle of Zegna's values, Oasi Zegna is a unique model of social and environmental awareness that has defined the brand's path for over 100 years.  

The first stop was Shanghai. In the vibrant heart of the city, in the lively Middle Huaihai Road area, a true linen oasis inspired by the SS24 Zegna fashion show set was developed within a building transformed for the occasion. Held for one week only, and by invitation only, the venue offered a unique experience that went beyond the product. Villa Zegna Shanghai spanned three floors, perfectly blending the founder's vision, the brand's history, and the fabrics that have made Zegna a leading men's clothing brand worldwide.  

Gildo Zegna, Chairman and CEO of Ermenegildo Zegna Group Photo: Courtesy of Villa Zegna

The dream of nature was presented within a metropolitan context. Customers walked through a linen field celebrating Oasi Lino, the fully traceable Zegna fiber that is a key feature of the brand's summer collections. As a global leader in the production of fine fabrics, Zegna has spent generations creating some of the finest materials in Italy. This heritage lays the foundation for its road to traceability, with Zegna certifying its Oasi Lino fibers as fully traceable starting in 2024.  

On the top floor, a dedicated space was transformed into a unique and relaxing private lounge, where a selection of top clients could experience a bespoke shopping session with exclusive products not available in the usual retail network. This new one-to-one approach offers the premium community the opportunity to discover a luxurious immersive experience.  

During each Villa Zegna, the brand hosted exclusive dinners to bring closest friends of the brand, including its global ambassadors, opinion leaders, celebrities, top clients, and press to celebrate the global concept that unites luxury, sustainability, and culture.  

Villa Zegna in Shanghai Photo: Courtesy of Villa Zegna

Zegna Group: three brands for global luxury  

Founded in 1910 in Trivero, Italy, the Ermenegildo Zegna Group is a global luxury company with a leadership position in the high-end men's clothing sector. Through its three complementary brands, the group reaches a wide range of communities and market segments across the high fashion sector, from the timeless luxury of Zegna to the modern tailoring of Thom Browne, and on to the luxury glamour of Tom Ford Fashion. The Ermenegildo Zegna Group is internationally recognized for its unique supply chain, owned and controlled by the group and which consists of the finest Italian textile manufacturers fully integrated with unique luxury manufacturing capabilities, ensuring superior excellence, quality, and innovation. The Ermenegildo Zegna Group, which employs over 7,100 people and recorded a revenue of 1.95 billion euros ($2.25 billion) in 2024, was the first luxury men's brand to enter and invest in Greater China. The first store opened in 1991 at the Peninsula Hotel in Beijing, followed by a store opening in Hong Kong in 1997. Zegna celebrated its 30th anniversary in China in 2021 with the opening of two new flagship stores in Shanghai, located at HKRI Taikoo Hui and Taikoo Li Qiantan. The brand currently operates 72 DOS stores. In June 2024 in Beijing, Zegna launched the Zegna Salotto concept, where selected clients could experience a bespoke shopping session with exclusive products not available in the usual retail network.