ZEGNA DELIVERS NEW FLOWERBEDS OF PIAZZA DUOMO TO THE CITY OF MILAN
Zegna is pleased to announce that the flowerbeds of Piazza Duomo have been officially delivered to the city of Milan. This project, realized in collaboration with the Municipality of Milan and lasting three years, aims to create a green space inspired by the environmental responsibility philosophy of Oasi Zegna, a natural territory that extends over 100 km² in the framework of the Biella Alps, in Piedmont. At the beginning of the last century, Ermenegildo Zegna undertook a vast reforestation program in the mountainous area around his woolmill, and for the first time, he connected the two sides of the mountain through the construction of the 232 Road. The reforestation and local community development project that gave birth to Oasi Zegna now counts over 500,000 trees and promotes cohesion and harmony between humans, industry, and nature. The founder’s vision has been nurtured by subsequent generations, who continue to preserve Oasi Zegna as a unique model of social and environmental responsibility.
Piazza Duomo, as a representative place of the entire city of Milan and Italy, is a unique opportunity to create a space that, in total respect for the monumental, symbolic, and aesthetic needs of the location, promotes a stronger connection between citizens and nature. The design of the new flowerbeds takes inspiration from Dino Buzzati’s 1957 painting, “Piazza del Duomo di Milano,” which reveals a stimulating dialogue between the city and nature and aims to promote the fundamental role of the latter by reflecting on contemporary sustainability issues.
Zegna has involved a group of botanists and landscapers to bring some of the characteristic elements of the vegetation of Oasi Zegna to Milan while respecting the local ecosystem. The flowerbeds will be characterized by a permanent basic structure consisting of four clusters of deciduous Canfore shrubs, evergreen and leafy plants representing the mature elements of an optimized ecosystem. Among these clusters, there will also be plants subject to rotation typical of Oasi Zegna: rhododendrons from autumn to late spring and Philadelphus from the end of the rhododendron flowering season. This ensures respect for biodiversity and the seasonality of plants, which will be replanted in Oasi Zegna at the end of their cycle. A QR code will be present on the flowerbeds, allowing visitors to see live one of the territories that Zegna is reforesting, offering a unique experience of connection with nature.
Gildo Zegna, Chairman and CEO of the Ermenegildo Zegna Group, commented, “I am extremely proud to see the new flowerbeds of Piazza Duomo come to life. This project represents another significant step in spreading environmental culture, social responsibility towards the community, and a sense of responsibility towards the territory. These are fundamental values that the Zegna brand has promoted since its foundation. The new green spaces mark the beginning of an ambitious project that, starting from a symbol of the city of Milan, will transform into a global initiative with the creation of new OASI Zegna locations around the world, a concrete example of the key principles that have always guided the Zegna brand.”
Giuseppe Sala, Mayor of Milan, said: “We are pleased to welcome the Oasi Zegna project to Milan, proposed to give a new face to the flowerbeds in Piazza del Duomo and we are glad to know that, from the heart of our city, Zegna will start a new international initiative towards environment. With camphor groves and rotating plants, including rhododendrons, depending on the season, Zegna brings a valuable naturalistic experience and landscape knowledge to the heart of our city, through which conveying the sustainability commitment and respect for biodiversity that distinguish its action: a nice way to welcome the many visitors to Milan and an interesting stimulus to their curiosity and reflection on the topic of sustainability”.
Special thanks to the Municipality of Milan and Mayor Giuseppe Sala for capturing the essence of the project and deeply believing in Zegna’s mission.
