Ermenegildo Zegna opens luxury boutique targeting Chinese market

Chinese consumers already represent an important share within the world luxury market and, according to several surveys, this importance is likely to increase in the coming years. Aware of this, today’s leading high-end brands are investing concretely to provide Chinese customers with new consumer experiences.

This is the case of the Italian brand Ermenegildo Zegna, which recently promoted the inauguration of an exclusive space inside a renowned department store in Beijing. The environment, which can truly be considered a luxury boutique, unites artwork and design in decoration and reinforces the brand’s commitment to serve the eastern market with excellence.

The boutique occupies two floors inside the store and has a total area of ​​approximately 760 m2. To bring some of the Italian art to China, the brand bet on canvases of the artist Maria Morganti in the decoration. The climate of refinement and luxury is enhanced by the sophisticated stone flooring used throughout the space.

For brand admirers, the boutique will focus on specific areas with some of the major collections already launched. On the ground floor, the highlights are the Ermenegildo Zegna XXX collection and on the first floor are the pieces of Z Zegna, Sartoria and Ermenegildo Zegna. The exclusivity, of course, has not been neglected and the space still has the customization service for customers.