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On Tuesday evening in New York, Ermenegildo Zegna invited guests to inaugurate the city’s first Zegna Lab, located in Soho. The interactive retail environment highlighting the latest from the luxury menswear label—a new approach for the brand—was celebrated with a night of cocktails, light bites, and entertainment by names like Stretch Armstrong, DJ Rashida, Natasha Diggs, and Soul in the Horn.
The space itself on 265 Lafayette Street will be reimagined monthly to reflect the maison’s evolving oeuvre, while looking at means of community engagement through incorporating other local businesses. This new retail format centers on an individualized visitor experience, which has been conceived to adapt to each person who steps foot in the boutique. In addition to its retail facets, Zegna Lab offers a rotating programming of things like a vintage record collection and playlists by local DJs, curated specially by Artistic Director Alessandro Sartori to complete the Zegna experience.
“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 Sartori in a statement.
Following the preview of Zegna Lab on Tuesday, attendees were invited to an afterparty nearby at Sant Ambroeus, where DJ Zack Bia treated guests to a late night of music and dancing.