Zegna Lab Soho event

ZEGNA CELEBRATES ITS FIRST ‘LAB’ SHOP IN SOHO

by Stephen Garner

Zegna celebrated the opening of its first “Zegna Lab” retail experience in SoHo on Tuesday night. The Italian luxury brand kicked off the evening with DJ sets by Zack Bia and Natasha Diggs featuring Soul in the Horn.

Upon arrival, guests mingled in the new Zegna Lab SoHo, which featured the brand’s signature items including the Overshirt and Triple Stitch Sneaker. The intimate vibe in the store then flowed into the after-party next door at the beloved Italian eatery, Sant Ambroeus, where guests enjoyed cocktails and bites, dancing late into the night.

Located at 265 Lafayette Street between Prince and Spring streets in the heart of SoHo, the arrival of the Lab reinforces the company’s continual development in new and interactive retail spaces. 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 Zegna Lab to highlight special collections, new launches and capsules, and exclusive products.

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 artistic director Alessandro Sartori.

“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.

Zegna Lab Soho event
Noa Fisher, Yves Mathieu

Photos by Sansho Scott/BFA.com