How Zegna brought its Oasi to Milan during Design Week

The Milan Design Week has always brought together creativity and innovation, but this year saw a remarkable event with Zegna's immersive celebration of its Oasi Zegna, the vast natural reserve where founder Ermenegildo Zegna began working as early as 1910, spanning over 100 square kilometers in Trivero, the historical headquarters of the brand amidst the Biellese Alps. The brand indeed brought a piece of its mountainous green paradise to the city's most famous location, Piazza Duomo, captivating visitors with a comprehensive experience blending art, culture, and sustainability. At the heart of Zegna's presence was the launch of Born in Oasi Zegna, a book recounting the timeless charm of the brand and the enduring values cultivated within the Oasi Zegna through archival images, unique illustrations, and historical anecdotes.

The book launch revolves around the significant concession granted by the Municipality of Milan to Zegna for the care of the flowerbeds of Piazza Duomo for the next three years: precisely the lush trees from Oasi Zegna were planted in time for the beginning of Fuorisalone, making the brand one of the protagonists of the cityscape for this and the next three editions of Design Week. One of the highlights of the experience was the distribution of limited-edition tote bags that quickly gained a wide following, attracting long queues of fans outside the various locations the brand occupied in the city, and making them one of the viral merchandises of this edition of Fuorisalone.

However, the book launch was not just a static event but an immersive experience that saw the brand transform its headquarters in Via Savona into an exhibition inspired by the Oasi Zegna. Beyond the confines of its headquarters, Zegna extended its presence throughout Milan, infusing the city with the spirit of Oasi Zegna. As the new caretaker of the flowerbeds of Piazza del Duomo, Zegna honored its commitment to sustainability not only by bringing its lush plants into the city but also by further extending its influence with the takeover of Rizzoli bookstore in Galleria Vittorio Emanuele, where visitors could receive a Zegna collection tote bag with any purchase.

A collaboration that also underscored the brand's dedication to engaging an ever-widening community during this year's edition. As visitors strolled along the tree-lined streets of Via dei Giardini, they encountered the Born in Oasi Zegna Newsstand kiosk, which offered them another opportunity to acquire the tote bags distributed through openings from which gloved hands emerged in the famous Foliage color that distinguishes many of the brand's most famous products.

Finally, the brand's flagship store on Via Montenapoleone adorned its windows with displays inspired by the project, further amplifying the brand's message of sustainability and radical transparency. A series of activations that engaged the many visitors who animate the streets of Milan in the rich tapestry of its heritage, leaving an indelible mark on this edition of Fuorisalone.